How Much Do Taboola Pay Publishers?
Taboola performance data is hard to dig up; the company doesn’t share the revenue splits it offers, and details on performance are sparse. But we have a few data points:
That would translate into revenue per click (unique visits sent) of about $0.35, which is roughly in line with Outbrain (perhaps a bit higher). It also implies a click rate of about 0.05% per recommendation, which translates into 0.20% to 0.30% per page (since the Taboola widget often includes multiple recommendations). That gets us to about $1.00 in gross RPM (i.e., $1.00 in total revenue generated per thousand pageviews) before taking into account Taboola’s cut.
It seems likely that Taboola is sending more monthly unique visitors than the 24 million estimated by Compete, since not all advertisers create a custom tracking URL or redirect traffic through Taboola.com. In that case, the click rate would be a bit higher and the average CPC a bit lower.
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