Taboola, working as a real acquisition channel.

Taboola is a native advertising platform that places sponsored content in recommendation slots on publisher websites and apps, often shown below or alongside articles. Advertisers pay to have their headlines, images and videos appear in those slots, which look and feel like part of the page. Because people encounter the content while they are already reading, Taboola suits brands that can tell a story, explain a product or share something genuinely useful. It is used for awareness, traffic, lead generation and direct sales.

A Taboola agency plans, builds and runs your campaigns so the channel produces customers rather than just clicks. At Vertical that covers account audits, campaign structure, content and creative, landing pages, tracking, audience strategy, bidding and site control. Because we also run search, social, display and email, we place Taboola inside a wider plan and connect the people it brings in to the rest of your marketing. You get a senior team that understands the platform and the commercial goals behind it.

Taboola tends to work well for brands with a product or service that benefits from explanation, a clear story or content people want to read. It is often used in sectors such as ecommerce, financial services, education, health and wellness and consumer services. It is less suited to offers that rely purely on someone already searching for a specific item. We look at your margins, audience, sales cycle and existing channels before recommending it, and we will tell you plainly if another channel is a better use of budget.

Search reaches people who are actively looking for something, and social reaches people inside a feed shaped by their connections and interests. Taboola reaches people while they read content on publisher sites, so the mindset is curious and unhurried. That makes it strong for storytelling and education, but it also means the content and landing page have to do more of the persuading. We plan the three together, so each channel handles the stage of the decision it suits best.

Content that delivers on its headline. Articles, guides, comparisons, stories and short videos tend to perform well when they are genuinely useful or interesting to the person clicking. Clickbait may win cheap clicks, but those visitors rarely convert and the results fade quickly. We test different angles, formats and visuals, then build on what attracts the right people. The landing page matters just as much as the ad, so we plan the two together from the start rather than treating them as separate jobs.

We review performance by publisher site and placement regularly, then adjust bids up for sites that send engaged visitors and down or off for those that do not. Sites that are wrong for your brand or consistently underperform are blocked. Over time this concentrates spend on the parts of the network that work for you. We also agree brand suitability rules with you at the start, so you know where your content may and may not appear before any budget is spent.

We set up the Taboola Pixel and conversion events for the actions that matter, such as leads, sign-ups and purchases, and check them against your own analytics so the numbers agree. Campaigns then optimise towards real outcomes rather than clicks. Reporting shows cost per lead or sale, conversion rates by site and creative and how Taboola visitors behave over time. Where Taboola plays an earlier role in the journey, we look at assisted results too, so its contribution is not undervalued or overstated.

It depends on your goals, margins and how much testing is needed to find what works. Native campaigns need enough budget to gather meaningful data across sites and creative before decisions can be made confidently. We usually recommend a defined test period with clear success measures, then scale what performs. We would rather start with a sensible budget and grow it on evidence than commit large sums before the content, pages and tracking have proved themselves.

Yes. Outbrain is the other major native recommendation platform, and the two reach overlapping but different sets of publishers. Many brands run both, using what they learn about content, audiences and pages on one to improve the other. We manage them side by side, compare results on the same definitions and move budget to whichever is performing better for your goals. If one clearly suits you better, we will say so rather than spreading spend thinly across both.

Start with a conversation about your goals, your audience and the channels you already run. If you are already on Taboola, we usually begin with an audit of campaigns, creative, sites and tracking, then share a prioritised plan. If you are new to native advertising, we scope a focused test with clear measures of success. Either way, we will tell you plainly what we think will make the biggest difference and how we would approach it together.