Networks

Taboola

The largest native ad network globally.

Taboola is the largest native-ad network by revenue, with ~$1.5B+ ARR. Their widgets appear on most premium publishers (NBC, Bloomberg, USA Today). They run two main inventory pools — content recommendations and 'Taboola Search' / RSOC. Their proprietary 'Smart Bid' engine attempts to translate a tCPA goal into auction-level CPC bids using their CTR / CVR predictor.

Example

Direct-response operator running 24 Taboola campaigns: 18 Smart Bid (tCPA $42), 6 manual CPC ($0.18). Smart Bid scales faster but burns 30% on the first 7 days while learning.

Related terms

Outbrain
The second-largest native ad network globally.
MGID
A native ad network with strong Tier-2 and Tier-3 inventory.
Native ad
An ad designed to look like editorial content within a publisher.
Smart Bid
Taboola's auto-bidding engine.
RevContent
A US-focused native ad network with mid-Tier publisher inventory.