{"id":24559,"date":"2015-01-28T16:15:14","date_gmt":"2015-01-28T13:15:14","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=6684"},"modified":"2025-03-09T10:04:52","modified_gmt":"2025-03-09T10:04:52","slug":"outbrain-taboola-content","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/research\/market-research\/outbrain-taboola-content\/","title":{"rendered":"You Might Also Like: How Outbrain &#038; Taboola are Cashing in Big with Content Recommendation"},"content":{"rendered":"<p>Sometimes there is value in what\u2019s not there: The previously ignored white space at the bottom of articles has turned into a veritable goldmine.<br \/>\nChances are by now that you\u2019ve seen it on more than one website, and there\u2019s an equally good chance you\u2019ve clicked on it. We\u2019re talking about content recommendation platforms. They take related content from publishers and add content from other publishers and advertisers, essentially building a sample of similar posts that you might like. And it\u2019s working, as the revenue keeps climbing for all parties involved.<br \/>\nThe biggest players in the content discovery game are Outbrain and Taboola, but they\u2019re not alone: more and more sites are attempting to level the playing field by offering a similar service.<br \/>\nWe used Similarweb to get an inside look at the fierce competition between these two networks, and to see what this means for emerging content recommendation platforms.<\/p>\n<h2>Outbrain vs. Taboola: The Shared Basics<\/h2>\n<p>Both platforms have improved their products and sweetened the deal by offering publishers extra tools to help them optimize their homepages. And it\u2019s a pretty sweet deal to begin with, as publishers can earn massive profits by meeting minimum traffic requirements. Plus, they earn extra payments when readers click on ad links off-site.<br \/>\nTaboola and Outbrain have something else in common: both have received criticism from publishers that some of these related articles from third party links are actually sources of low quality content or misleading ads. Each content recommendation platform has responded in kind \u2013 Outbrain with an attempt to clean up spammy links, Taboola with a feature called \u201cTaboola Choice\u201d where users can vote on which content they like and don\u2019t like.<br \/>\nIn any case\u00a0both networks continue to flourish despite these criticisms.<\/p>\n<h2>Platform Performance<\/h2>\n<p>At first glance, Outbrain seems to be doing better than Taboola. Throughout 2014 Outbrain grew by 31% while Taboola saw about a 43% increase in traffic.<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-6687 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/outbrain-and-taboola-desktop-visits.jpg\" alt=\"outbrain and taboola desktop visits\" width=\"975\" height=\"285\" \/><\/p>\n<p>It\u2019s important to note that while Outbrain seems to be dominating in terms of <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-share-guide\/\">market share<\/a>, its widget works a little differently than Taboola\u2019s. Outbrain offers readers promoted stories (paid) as well as the option to see more related stories on the publisher\u2019s website (free content discovery). Taboola offers only promoted stories.<br \/>\nWith that in mind, we compared the subdomains of each website to see where the majority of the cash flow is coming from.<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-6689 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/outbrain-and-taboola-subdomains.jpg\" alt=\"outbrain and taboola subdomains\" width=\"975\" height=\"286\" \/><\/p>\n<p>The paid traffic subdomain for Outbrain accounts for 22.8% of all incoming traffic, while for Taboola this figure is much higher at 87.83%. This also includes traffic from their API, which comprises 10.83% of all their incoming traffic. Based on these stats, it\u2019s unsurprising that in Septemeber 2014 Taboola surpassed Outbrain in terms of paid traffic.<br \/>\nWe also took a look at\u00a0the sites within the networks to see where vendors can buy traffic.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-6767 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/Referrals-to-Taboola-Paid-Traffic-Subdomain.jpg\" alt=\"Referrals to Taboola - Paid Traffic Subdomains\" width=\"962\" height=\"712\" \/><\/p>\n<p>As the data illustrates, Taboola is currently leading the way in terms of paid traffic, while Outbrain is concentrating more on big-name publishers.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-6768 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/Outbrain-referring-sites.jpg\" alt=\"Referring Traffic for Outbrain - Paid Subdomains\" width=\"964\" height=\"712\" \/><\/p>\n<h2>Global Reach<\/h2>\n<p>We used our <a href=\"https:\/\/www.similarweb.com\/technology\/\">Website Technology Checker<\/a>\u00a0to check out which sites are using Outbrain and Taboola. We also took a look at which geographical markets were the most receptive to these content recommendation platforms.<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-6690 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/outbrain.jpg\" alt=\"outbrain tech stats\" width=\"975\" height=\"613\" \/><br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-6691 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/taboola.jpg\" alt=\"taboola tech stats\" width=\"975\" height=\"609\" \/><\/p>\n<p>While Taboola has a much smaller portfolio of clients, their growth is enviable. Last month alone Taboola gained a net of 3,224 new clients, while Outbrain lost 271 sites.<br \/>\nOutbrain is establishing a global presence, with a large volume of traffic spread out across the international market. Meanwhile, Taboola is more concentrated in the US, which accounts for more than 50% of their traffic.<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-6692 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/geographical-reach.jpg\" alt=\"geographical reach\" width=\"975\" height=\"285\" \/><\/p>\n<p>Based on this data, we can see that Outbrain is the more established platform by the quality and diversity of their outgoing links.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-6693 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/outbrain-outgoing-links.jpg\" alt=\"outbrain outgoing links\" width=\"714\" height=\"755\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-6694 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/taboola-outgoing-links.jpg\" alt=\"Taboola Outgoing Links\" width=\"696\" height=\"754\" \/><\/p>\n<p>If we take a closer look at Outbrain\u2019s outgoing links from traffic.outbrain.com, we can see the real difference between paid and free content discovery. The free content recommendations come from both within the publisher\u2019s site and through Outbrain\u2019s widget. There\u2019s more traffic circulation here, and you can see the domains of big-name publishers on the list.<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-6695 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/outbrain-free-content-recommendation-links.jpg\" alt=\"outbrain free content recommendation links\" width=\"747\" height=\"754\" \/><\/p>\n<h2>Slowly Moving to Mobile<\/h2>\n<p>Taboola is moving towards mobile expansion, offering content discovery on mobile with the launch of their Taboola Backstage App for IOS.\u00a0 Outbrain has yet to follow suit, instead of continuing to concentrate its efforts on desktop sites.<\/p>\n<h2>What does the future hold for Content Discovery Platforms?<\/h2>\n<p>Content Recommendation platforms like Outbrain and Taboola have paved the way for new competitors in what is clearly a lucrative market. Yahoo has just released their version, called <a href=\"https:\/\/thenextweb.com\/news\/yahoo-launches-publishing-tool-yahoo-recommends-personalized-content-native-advertising\" target=\"_blank\" rel=\"noopener noreferrer\">Yahoo Recommends<\/a>, and Google is purported to be working on something similar.<br \/>\nBut while\u00a0Yahoo has officially entered the market, their new platform\u00a0has a long way to go before it can be seen as a viable competitor. Yahoo Recommends\u00a0has just 360K clicks in comparison to content recommendation bigwigs Taboola and Outbrain, with\u00a0tens of millions of clicks between them.<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-6725 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2015\/01\/yahoo-content-recommendations1.jpg\" alt=\"yahoo content recommendations\" width=\"1016\" height=\"388\" \/><\/p>\n<p>As others have said, content recommendation platforms can be a profitable alternative to Google Adsense. This is another channel for media buyers and PPC specialists to look into in terms of revenue stream from <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/native-advertising\/\">native advertising<\/a>. Investors would certainly agree, as both Outbrain and Taboola have each raised tens of millions in funding (Outbrain has raised nearly $100M total; Taboola has raised $100M in <a href=\"https:\/\/www.crunchbase.com\/organization\/taboola\" target=\"_blank\" rel=\"noopener noreferrer\">the past year<\/a> alone).<br \/>\nOf course, not everyone is a fan of the business model &#8211; the platform has its critics. Among them are big-name publishers who are refusing to use any kind of content recommendation service, <a href=\"https:\/\/digiday.com\/media\/content-recommendation-ad-holdouts\/\" target=\"_blank\" rel=\"noopener noreferrer\">citing a mix of reasons<\/a> ranging from optimizing reader experience to keeping that valuable white space free of ad networks. But given the success of the two biggest content recommendation platforms so far, it\u2019s likely that other companies will \u2013 like Yahoo and Google \u2013 be eager to partake in the profits that this type of advertising offers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sometimes there is value in what\u2019s not there: The previously ignored white space at the bottom of articles has turned into a veritable goldmine. Chances are by now that you\u2019ve seen it on more than one website, and there\u2019s an equally good chance you\u2019ve clicked on it. We\u2019re talking about content recommendation platforms. They take [&hellip;]<\/p>\n","protected":false},"author":178,"featured_media":27495,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6467,2809],"tags":[],"class_list":["post-24559","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Content Recommendation Platforms are Cashing in | Similarweb<\/title>\n<meta name=\"description\" content=\"We used Similarweb for an inside look at the competition between these two networks, and to see what this means for emerging content recommendation platforms.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/outbrain-taboola-content\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lauren Meir\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/outbrain-taboola-content\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/outbrain-taboola-content\/\"},\"author\":{\"name\":\"Lauren Meir\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/38353626294af7101229f2993b616dce\"},\"headline\":\"You Might Also Like: How Outbrain &#038; 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