Taboola FAQs

In your campaigns, each campaign item includes a thumbnail, which is the image that the users will see; and a title, which will appear under the thumbnail. Together, the thumbnail and the title should draw in the audience you want to reach, help your campaigns scale and give your users a compelling preview of what is on your landing page.

Well-crafted titles and thumbnails can increase clickthrough rates (CTR) substantially, whereas misleading ones can lead to poor performance and other issues.

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Titles

The title is where you deliver the idea of what the content in your landing page will talk about, as well as communicate your content’s tone and style. Using a strong, clear title should help get users to click on your items.

For example, assume that a financial advisory firm has an offer for a free consultation discussing retirement packages for consultants. They are considering two different title options:

Title A - 'Plan for your retirement with Money-Advisors LLC'

Title B - 'Consultants, Join Today's Webinar and Retire 5 years Early!'

The second title is more engaging. There is a clear target audience (consultants), a sense of urgency (today) and a clear benefit (retire 5 years early).

For more recommendations on how to create compelling, clear, and clickable titles, see our Creative Best Practices.

Thumbnails

Before even reading the title, users will often see the thumbnails first. For this reason, the images you use as thumbnails for your campaign items should be eye-catching and intriguing, in order to drive engagement from users.

For recommendations on thumbnails, see our Creative Best Practices.

Test different combinations of titles and thumbnails in order to see which one gets the best results. You can learn more about A/B testing

Are you looking to drive conversions through your Taboola campaigns? If so, following our landing page best practices may help you see better results.

Landing pages are where your users arrive after they click your campaign items. The better the landing page experience is, the easier it is for your users to navigate through it. This makes it easier for them to find relevant information and eventually sign up, make a purchase, etc. In the infographic below, we offer some tips and best practices to help you create great landing pages that convert.

Before you start running campaigns with Taboola, it’s important that you understand how your account and campaigns will be organized. This will help you to set up campaigns in a way that will help you to reach your goals.

Your account will be organized into three main layers: Account, Campaign, and Campaign Items.

Account

Your account is associated with your unique email address, password, and your billing information. Your account consists of one or more campaigns.

Campaign

Your campaign is where you set the branding text, budget and CPC, as well as the audience you want to target. Your campaigns contain one or more campaign items.

Campaign Items

Campaign items are what the users see and click on in Taboola placements. Each campaign item includes:

Title - The headline for your campaign item that will show under the thumbnails.

Thumbnail - The image that will appear above the title in Taboola placements

Destination URL - The URL of the Landing Page to which you want to direct the users that click on your content items. This could be any type of web page, such as a gallery, blog, article or video.

Here is a visual of Taboola’s account organization:

What is the Tag Manager?

The Tag Manager is a tool that allows marketers to add and update tags and code snippets such as conversion tracking, site analytics, and remarketing code quickly and easily, without editing the website’s code.

What is a tag?

A tag is a piece of code that is often provided by marketing, for analytics platforms to send information to them (e.g., Taboola Pixel, Facebook Pixel, Google Analytics Tracking Code, Remarketing Tags, etc.).

Google Tag Manager Benefits

Quick and easy to use: Marketers can add and update tags easily and quickly themselves, without editing website code (without the help of developers).

Error-proof: Marketers can ensure that tags are working properly before they go live with built-in debug features.

Agency-friendly: An agency can add tags and clients can check changes with user permissions.

Version control: Easy to manage versions and restore to former versions, whenever needed.

Event-tracking friendly: Ability to track events by targeting links or buttons instead of manually coding a website.

Flexible tag firing: Ability to set tag firing rules.

Mobile-friendly: Support mobile web/apps and work across various devices.

Click here (link to gallery) to add the Taboola Pixel template to your Google Tag Manager account and follow the below steps:

What is the Taboola Pixel template?

The Google Tag Manager Taboola Pixel template allows marketers to easily implement the base pixel and conversions without the need to know how to code.

You can access the Taboola template from within Google Tag Manager's Template Gallery,or from your Tag Manager homepage.Follow these steps:

Add the tag to your GTM account:

[email protected]

Go to Google Tag Manager and navigate to the Templates section on the left hand side of the page.

Under Tag Templates, click on "Search Gallery", and search for Taboola Pixel.

Click on the Taboola Pixel option, and add the Taboola Pixel template to the relevant workspace.

Submit the Taboola Pixel to your workspace.

To Implement the Taboola base pixel on your web asset:

Exit the templates screen

Click Add a New Tag in the New Tag box.

Click 'Tag Configuration'

Choose Taboola Pixel from the custom tags section

Name the new tag, for example: ‘Taboola- Base Pixel’

Input your account ID which you want the pixel to be tracking. (Your account ID is located in your backstage account, in the Taboola Pixel section )

Choose ‘Base Pixel’

Click on the Advanced Settings dropdown and select Once per Page under the tag firing options.

Click on Triggers then select All Pages for firing triggering.

Save the Pixel.

Verify Your Pixel Implementation

The final step is to verify whether the pixel is added and properly running on your website.

Using Google Tag Manager, follow these steps:

Click Preview from the top right of the working space.

Open your website in a new tab.

If you see that your taboola pixel has been fired like in the images below, it’s working properly.

Click Submit then Publish to save all changes.

Go back into Backstage and see if the window has changed to Pixel is Active (Note: It may take up to 20 minutes for your pixel status to change after installing it).

Events Setup

Easily track event-based user interactions within your web assets. You can use event-based conversions for special (and sometimes more complex) scenarios such as tracking users who read up to a certain length or percentage of the page, clicking a button, or for tracking engagement on a page, where people are not leaving too quickly and are reading the content.

Create the relevant conversion event in BS (no need to copy the event code at this point)

Go to your Google Tag Manager account

Click Add a New Tag in the New Tag box.

Click 'Tag Configuration'

Choose ‘Taboola Pixel’ from the custom tags section

Name the new tag to identify it.For example Taboola - Add to Cart

Input the account ID.

Choose ‘Event Pixel’

Choose the Event Name you would like to implement from the drop down:

Click the Advanced Settings drop down and select Once per Event under tag firing options.

Select the relevant triggering option. If you wish to track clicks, set the click trigger. If you want a pixel to be fired when users scroll down to the website, set the scroll depth trigger. (Note: You need to set these triggers in advance).You can find more information about GTM triggers here.

Save, submit and publish.

Verify it is firing correctly with the Taboola tag assistant Chrome extension or via the google tag manager debugging tool.

For further assistance, please reach out to or you account manager.

Please reach out to your Account Manager or [email protected] for the following admin tasks for your account:

Adding, editing or deleting users in your account

Adding new accounts

Changing the timezone of your campaign reporting

Changing your billing schedule

Cancelling your Account

Prohibited Content, Products, and Services

X You must not promote anything that is offensive, threatening or inappropriate.

X You must not promote anything that is dangerous or promotes dangerous behavior.

X You must not promote anything that includes false promises, scams or illegal activity.

For the full policy, see here.

Restricted Content, Products, and Services

V All content, products and services on the restrictedlist must comply with the additional restrictions listed and the applicable laws and regulations of every location they target.

For the full policy, see here.

Prohibited Campaign Practices

X You must notuse any false or misleading practices.

X You must not violate any laws.

X You mustnot directly capture any personally identifiable or sensitive user information without the user's express consent.

X You must not target or advertise to children under the age of 13.

X You must not abuse the Taboola network, as determined by our sole discretion.

For the full policy, see here.

Landing Page Policies

V You must provide a positive user experience on your landing pages.

V You must disclose all promotional content as promotional content.

VAll advertisements and other third-party content on your landing page must comply with all Taboola Advertising Policies.

For the full policy, see here.

Title, Thumbnail and Branding Text Policies

V All titles, thumbnails, and branding text must comply with all Taboola Advertising Policies.

V Branding text must accurately reflect the source of the content.

X Thumbnails must not show before/after photos.

X Thumbnails must not be of poor quality or very low resolution.

X Titles must not be misleading and must accurately reflect the subject of the landing page.

X Titles must not be in all capital letters or contain excessive punctuation.

For the full policy, see here.

Other Third Party Content Policies

V All Advertisements and other third-party content must comply with all Taboola Advertising Policies.

VAll advertisements and other third-party content must disclose that they are advertisements.

VAny content or links on the landing page that are sponsored by a third party must clearly and conspicuously be labeled as sponsored.

For the full policy, see here.

This article will review how Taboola works, including how we surface personalized recommendations and how the auction works.

Overview: How Taboola Works

Taboola is the world’s largest content discovery platform. We help publishers boost engagement and monetize their online properties while enabling advertisers and marketers to reach highly engaged audiences in a cost-effective and scalable way. Our personalized recommendations help advertisers grow their traffic and reach potential customers across the world’s most popular websites. This happens at the very moment they are in ‘discovery mode’, consuming content and showing interest in new stories or products.

We recommend content across many of the world’s most top sites, including NBC News, Daily Mail, The Weather Channel, EuroSport, Yahoo! Japan, and more.

title and thumbnail best practices

With Taboola, you’ll get:

Powerful targeting options - Enabling you to target your audience by location, operating system, and the device they are browsing from.

Full control of your campaigns - With the ability to start and pause campaigns, and decide on campaign settings such as cost per click, campaign budget and more.

Comprehensive reporting - With full transparency to help you take the steps you need to grow and scale your campaign, and get a 360-degree look at what’s working best and where you can improve.

The flexibility to set your goals - Including brand awareness, increasing sales, driving conversions and more.

The Taboola Predictive Engine

Taboola is powered by an advanced predictive engine that analyzes hundreds of real-time signals (including geography, context, device, social media trends, and more), in order to create a match between the content and the audience most likely to engage with it.

Our personalized content recommendations are served on top publisher websites, within a customizable widget typically placed on the bottom, top or side of content articles, as well as within the feed.

Taboola’s Auction: How Does it Work?

Taboola is powered by an advanced predictive engine that analyzes hundreds of real-time signals including geography, context, device, and social media trends. This helps to to create a match between campaign items and the audience most likely to engage with them.

Taboola’s personalized campaign item recommendations are served on top publisher websites, within a widget typically placed on the bottom, top or side of articles, as well as within the feed. This article will review how campaign items are placed in these placements.

Campaign Item Placement Considerations

Campaign targeting and publisher acceptance are two major factors that influence where your campaign items are shown.

Campaign targeting - this means that your campaign items will only have the chance to appear where you have set your campaign to target. For example, if you target desktop only in France, your campaign items will only show up there. You can learn more about campaign targeting options here.

Publisher acceptance - this means your campaign items will only have the chance to appear on publishers that accept your type of content. For example, some publishers may not want political advertisements on their website. So, if you are running a political advertisement, your campaign items will not be able to appear on that publisher site. You can learn more about how your campaign items are categorized here.

Keeping Your Campaign Items Competitive

By using real-time signals, Taboola’s predictive engine algorithm constantly adjusts to recommend the most relevant campaign items to users, while also taking advertiser competition into consideration. In addition to the campaign item placement considerations above, the algorithm looks at two important factors to help figure out when to recommend your campaign items - CTR and CPC.

CTR, or clickthrough rate, is an indication of how interested users are in your campaign items. The higher the CTR, the more your campaign items will be recommended to users. You can increase your CTR by following our .

CPC, or cost per click, is an indication of how much you are willing to pay per click. The higher the CPC, the more competitive your campaign items will be across the network, which means they will be shown more often. If you increase your CPC, you are more likely to get more clicks to your campaign items.

Important note!

You may be bidding a lower CPC than your competition, but it is still possible to have a competitive campaign with a higher CTR. Both of these factors are taken into consideration, and a higher CTR can compensate for a lower CPC and vice versa.

In an effort to provide the highest quality network for our users, every campaign item that is submitted to our network gets reviewed and labeled. The review and labeling process is done according to Taboola’s advertising policies and applies to all items before they go live.

In this article, we will walk you through our review process: how it works, how long it typically takes, and what factors will be considered.

How Does the Campaign Review Process Work?

Once you create a campaign, the campaign status will be set to “pending”, which means it is in our queue to review.

We use multiple methods, including technical and manual processes, to review the campaign and each item within that campaign, including the titles, thumbnails, branding text and destination URLs. We also check the landing pages, ensuring that both the first party content and all third party ads comply with our advertising policies.

We will notify you once your campaign has been reviewed, and we will let you know what the result of the review is. Your campaign and campaign items can be either:

Fully launched and running - this means every campaign item is ready to run on the network.

Partially launched and running - this means not every campaign item is launched, but at least 1 is running on the network.

Rejected and not running - this means your campaign and campaign items are rejected and not running on the Taboola network.

You can learn more about how to check the status of your campaigns and campaign items here.

If your campaign is running, it will also have a safety setting applied based on the campaign items in the campaign. You can learn more about safety settings here.

How Long Will the Review Process Take?

We aim to review all content within 1 business day from submission. However, some reviews may take longer if the campaign or campaign items you submitted require a more detailed review.

If you have any questions about the campaign review l process, please reach out to your Account Manager or [email protected].

Every campaign and campaign item that runs on the Taboola network must be reviewed by our content review team. If the campaign or campaign item cannot run on the network, you will see “Rejected” as the campaign or campaign item status. This means it is not compliant with our Advertising Policies. You can learn more on how to check the status of your campaign or campaign item here.

This article will review the possible reasons for campaign or campaign item rejection. You can learn more here about how to resubmit a campaign or campaign item for review after you have fixed the issue.

Campaign Rejection Reasons

Thumbnail - Not aligned with the campaign safety level

This means that the thumbnail of your campaign item does not seem to align with the current campaign quality rating..

Example: Your thumbnail seems to be gimmicky.

Example: Your thumbnail seems to be a closeup of a body part.

How To Fix

Create a new campaign for the campaign items that do not match the quality rating of the current campaign.

You can also reach out to your Account Manager or [email protected] to request a change to the quality rating. Keep in mind that this may restrict your campaign’s scale on the network, and we recommend setting up a new campaign instead of changing the quality rating of a running campaign.

Review our campaign quality rating guidelines closely to ensure that no aspect of your campaign contains anything that does not match the current campaign quality rating. Here is a non-exhaustive list of reasons why campaign items may be rejected from a Level 1 quality rating.

The thumbnail seems to be gimmicky.

The thumbnail seems to show a closeup of a body part.

The thumbnail may show relatives of a celebrity who are not famous in their own right.

The thumbnail seems to contain heavy kissing.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Thumbnail - Low resolution or poor quality image

This means that the thumbnail, GIF, or video still image seems to be a low quality image. Your thumbnail, GIF, or video still image must be sharp, cropped well, not overly discolored, and must have minimum original dimensions of 1000px in length and 600px in height.

How To Fix

Use a high resolution GIF or image in the thumbnail or still video image slot. Do not stretch a small image to the minimum dimensions; this may reduce the image resolution or distort the image.

To learn more about this rejection reason, see thumbnail technical requirements here and thumbnail best practices here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Thumbnail - Not related to / does not match the content on the landing page

This means that your thumbnail, GIF, or video still image does not seem to accurately reflect what is on the corresponding landing page.

Example: Your thumbnail contains an image of a dog, but the content of your landing page is about cats.

How To Fix

MMake sure that your thumbnail relates in some way to the product, service, or content on the landing page. Also make sure that it does not misrepresent the product, service, or content on the landing page.

Here is a non-exhaustive list of actions that may result in this type of rejection:

Thumbnails, GIFs, or video still images that seem to include false, misleading, or deceptive claims of any kind. This includes the promotion of a nude or sexually suggestive image for a product when the product can be promoted in a less sexual way.

Thumbnails, GIFs, or video still images that seem to include fake or altered images.

Thumbnails, GIFs, or video still images that seem to create a false sense of urgency.

Thumbnails, GIFs, or video still images that seem to claim or suggest to have a third-party accreditation or endorsement if the product or service may not have such accreditation or endorsement. For example, thumbnails must not feature celebrities or politicians when the campaign promotes a product or service, unless you can produce documented permission from the featured individuals.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Thumbnail - Inappropriate, offensive, shocking, or sexual image

This means that your thumbnail, GIF, or video still image seems to be in violation of our content policy. Your thumbnail, GIF, or video still image must not promote anything that is violent, offensive, inappropriate, or otherwise shocking. Additionally, your thumbnail, GIF, or video still image must not promote anything that contains nudity or is pornographic, sexually suggestive, or overtly sexual in nature. Similarly, content may not give the impression of nudity (even if, upon closer examination, it does not actually contain nudity).

Example:Your thumbnail seems to show animal abuse.

Example: Your thumbnail seems to show excessive skin or be sexually suggestive.

How To Fix

Make sure that your thumbnail is compliant with our content policy. Here is a non-exhaustive list of conditions that may result in this type of rejection:

The thumbnail, GIF, or video still image seems to be violent or shocking. This includes violence; death or near death experiences; or progressed skin diseases, among other things.

The thumbnail, GIF, or video still image seems to be offensive or inappropriate. This includes offensive language and inappropriate racial content.

The thumbnail, GIF, or video still image seems to be overly photoshopped.

Thumbnails, GIFs, or video still images that seem to show sexually suggestive images.

Thumbnails, GIFs, or video still images that seem to show images that contain nudity or images that suggest that a person is naked.

Thumbnails, GIFs, or video still images that seem to show images of a person undressing.

Thumbnails, GIFs, or video still images that seem to show images of people without a shirt unless they are actively working out.

Thumbnails, GIFs, or video still images that seem to show images focusing on cleavage or the crotch or buttocks areas.

Thumbnails, GIFs, or video still images that seem to show images of people eating food in a sexually suggestive way.

Thumbnails, GIFs, or video still images that seem to show images that sexualize minors.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Thumbnail - Intellectual property rights violation

This means that you likely do not have the appropriate license for the thumbnail image, GIF, or still video image.

Example: You seem to be using an image without appropriate rights from the individuals who are displayed in or have rights to the material.

How To Fix

Make sure that you provide us with the appropriate permissions for your third-party content.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Title - Not aligned with the campaign safety level

This means that the title of your campaign item does not seem to align with the current campaign quality rating.

Example: Your title seems to have gossipy content about a celebrity.

Example: Your title seems to use overly colloquial, exaggerated, or sensationalized language.

How To Fix

Create a new campaign for the campaign items that do not match the quality rating of the current campaign.

You can also reach out to your Account Manager or [email protected] to request a change to the quality rating. Keep in mind that this may restrict your campaign’s scale on the network, and we recommend setting up a new campaign instead of changing the quality rating of a running campaign.

Review our campaign quality rating guidelines closely to ensure that no aspect of your campaign contains anything that does not match the current campaign quality rating. Here is a non-exhaustive list of reasons why campaign items may be rejected from a Level 1 quality rating.

The title seems to be exaggerated or use sensationalized language.

The title seems to contain overly colloquial language, grammar, or symbols.

The title seems to contain pranks or be mean-spirited.

The title seems to exploit physical insecurities.

The title seems to contain gossipy or objectifying content about celebrities or their relatives.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Title - Not related to the content

This means that your title does not seem to reflect what is on the corresponding thumbnail, video creative, or landing page.

Example: Your title is “25 Beautiful Beach Destinations” and your landing page is the first page in an image gallery of 10 beaches.

Example: Your title is “[Celebrity] Lives With Their Spouse” and either the thumbnail image or video creative seems to show the celebrity with someone other than their spouse, or the landing page does not seem to mention that the celebrity lives with their spouse.

How To Fix

Make sure that all of your titles accurately reflect what is in the corresponding thumbnail, video creative, and landing page. You must have appropriate support for all statements that you make in your title about the product, service, or content that you have on your landing pages.

Please review your titles carefully to ensure that no misleading language is being used. Here is a non-exhaustive list of reasons that may result in this type of rejection:

The title seems to inaccurately represent the content on your landing page.

The title seems to include false, misleading, or deceptive claims of some kind.

The title seems to include unsubstantiated or false rumors about a person, including any person featured in the thumbnail or video creative.

The title seems to claim or suggest to have a third-party accreditation or endorsement but the product or service does not have such accreditation or endorsement.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Title - Exaggerated claim

This means that your title seems to make a claim that might mislead users in some way or seems to make a claim that the advertiser might not be able to deliver to all targeted users. This is especially relevant when your title uses dynamic keyword indicators.

Example: Your title seems to have deceptive money-making schemes or tell the user that they will save a specific amount of money if they buy your product.

Example: Your title seems to use a dynamic keyword indicator to target all users when your product or guarantees may not apply to all users.

How To Fix

Make sure that your title supports all targeted users and accurately reflects the terms and conditions on the landing page. You must have appropriate support on your landing page for all statements that you make in your title about your product, service, or content.

Please review your titles carefully to ensure that no exaggerated claims or misleading language is being used. Here is a non-exhaustive list of reasons that may result in this type of rejection:

The title seems to include false, misleading, or deceptive claims.

The title seems to create a false sense of urgency.

The title seems to make a specific weight loss, money-making, or money-saving claim. Promotions must not contain exact dollar amounts that users can save or earn.

The title may state your product’s price without mentioning shipping or installation fees.

The title seems to make inaccurate statements about the geographical area of targeted users.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Title - Grammar, spelling, or punctuation issues

This means that your title seems to have a grammar, spelling, or punctuation issue that needs to be fixed.

Example: You submitted a title that may be grammatically incorrect or contain a misspelled word.

How To Fix

Make sure that all of your titles contain proper grammar, spelling, and punctuation. Here is a list of reasons that may result in this type of rejection:

Titles that may not make sense to a native speaker or seem to contain incorrectly spelled words.

Titles that may have been written in a foreign language by a translation app. These titles often have grammar errors, as the sentence structures and turns of phrase differ by language.

Titles that do not seem to contain proper grammar or punctuation.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Title - Inappropriate, offensive, shocking, or sexual

This means that your title seems to include inappropriate, offensive, violent, or sexual content.

Example: Your title seems to imply engagement in sexual acts.

How To Fix

Make sure that all of your content is compliant with our policies. Here is a non-exhaustive list of actions that may result in this type of rejection:

The title may have more than one word in all capital letters.

The title seems to be offensive or inappropriate. This includes offensive language and inappropriate racial content.

The title seems to be violent or shocking. This includes titles with violence, death, or near death experiences, among other things.

You must not have any unsubstantiated or false rumors about any person.

You must not include any inaccurate or deceptive text or images, including fake or altered images.

You must not include fake user comments, third-party reviews, or testimonials.

You must not create a false sense of urgency.

You must not claim or suggest to have a third-party accreditation or endorsement if the product or service does not have such accreditation or endorsement.

You must not make any specific weight loss, money-making, or money-saving claims.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Landing Page - Not aligned with the campaign safety level

This means that the landing page of your campaign item does not seem to align with the current campaign quality rating.

Example: Your landing page seems to have gossipy content about a celebrity.

How To Fix

Create a new campaign for the campaign items that do not match the quality rating of the current campaign.

You can also reach out to your Account Manager or [email protected] to request a change to the quality rating. Keep in mind that this may restrict your campaign’s scale on the network, and we recommend setting up a new campaign instead of changing the quality rating of a running campaign.

Review our campaign quality rating guidelines closely to ensure that no aspect of your campaign contains anything that does not match the current campaign quality rating. Here is a non-exhaustive list of reasons why campaign items may be rejected from a Level 1 quality rating.

The landing page seems to contain pranks or be mean-spirited

The landing page seems to exploit physical insecurities.

The landing page seems to contain gossipy or objectifying content about celebrities or their relatives.

The landing page seems to show images of a celebrity at two different ages or in two different outfits.

The landing page seems to show relatives of a celebrity who are not famous in their own right.

The landing page seems to contain heavy kissing.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Landing Page - Inappropriate, offensive, shocking, or sexual content

This means that part or all of your landing page seems to be in violation of our content policy. Your landing page must not include inappropriate, offensive, violent, gross, or otherwise shocking content. Additionally, your landing page must not promote anything that is pornographic, sexually suggestive, overtly sexual in nature, or that contains nudity. Similarly, content may not give the impression of nudity (even if, upon closer examination, it does not actually contain nudity).

Example: Your landing page seems to show animal abuse.

Example: Your landing page seems to contain a sexually suggestive image.

How To Fix

Review our prohibited content, products, and services guidelines closely to ensure that no aspect of your campaign contains content that we prohibit on the Taboola network.

Here is a non-exhaustive list of reasons that may result in this type of rejection:

The apparent promotion of anything that is violent or shocking. This includes violence; death or near death experiences; or progressed skin diseases, among other things.

The apparent promotion of anything offensive or inappropriate. This includes offensive language and inappropriate racial content.

The landing page seems to contain sexually suggestive images.

The landing page seems to show images that contain nudity or images that suggest that a person is naked.

The landing page seems to contain images of a person undressing.

The landing page seems to contain images focusing on cleavage or the crotch or buttocks areas.

The landing page seems to contain images of people eating food in a sexually suggestive way.

The landing page seems to contain images that sexualize minors.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Landing Page - Intellectual property rights violation

This means that you likely do not have the appropriate license for the content on your landing page.

Example: You seem to be promoting content without appropriate rights from the individuals who are displayed in or have rights to the material.

How To Fix

Make sure that you provide us with the appropriate permissions for your third-party content.

Here is a non-exhaustive list of actions that may result in this type of rejection:

Your landing page seems to claim or suggest to have a third-party accreditation or endorsement when the product or service may not have such accreditation or endorsement. For example, you must not feature celebrities or politicians when the campaign promotes a product or service, unless you can produce documented permission from the featured individuals.

Your landing page seems to promote a plagiarized article.

To learn more about appropriate disclosures for the landing page, click here. To learn more about false or misleading landing page practices, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Landing Page - No license, disclaimer, or proper video guidelines on landing page

This means that your campaign item seems to promote content, products, or services that don’t follow the restrictions necessary to run it.

Example: Your campaign promotes gambling content but your landing page does not seem to include a linked operating license from your target location’s gambling commission.

How To Fix

Review our restricted content, products, and services guidelines, and our policies for landing page disclosures, and update the offending part of your campaign item(s). Here is a non-exhaustive list of the restrictions necessary to run campaign items.

Promotional pages must include a clear advertorial disclosure at the top of the landing page.

Auto-renewal billing subscriptions and their term details must be disclosed clearly and conspicuously before purchase.

Mortgage products must include all relevant details about repayment amounts and interest rates, and clearly state any additional payment requirements such as taxes and insurance, when applicable.

Alcohol promotions must include proper disclaimers and age-gating mechanisms.

Investment platforms must be listed under the appropriate regulating bodies, must include clear risk notices and disclose all fees, and must target only cleared countries outlined in the financial products country guidelines.

Gambling products must include a linked operating license from your target location’s gambling commission, clear risk notices, and must target only cleared countries outlined in the gambling and gaming country guidelines.

Casino social gaming apps must clearly state that no real money is being used and that the app will not pay the user for their wins.

Landing pages or promotional videos must not automatically play audio upon opening the landing page.

Promotional videos must have forward/back controls and a volume toggle or mute button.

Promotional videos must include a word-for-word transcript on the landing page.

To learn more about restricted content, products, and services guidelines, click here. To learn more about landing page disclosures, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Landing Page - Medical claims are not substantiate on landing page

This means that your landing page seems to be in violation of our product policies. All ingestible products or topical materials that make medical claims must include a comprehensive list of ingredients and peer-reviewed scientific research articles to back up all medical claims on your landing page.

Example: You are promoting an immunity supplement for cats, but your landing page does not seem to include a full list of ingredients or peer-reviewed scientific studies that back up the medical claims that appear on your landing page.

How To Fix

You must edit your landing page and include a full list of ingredients found in your product.

You must cite any medical claims about your product with relevant peer-reviewed scientific studies. Make sure that all sourced articles on your landing page have a direct link to its page in the scientific journal where it was published.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Landing Page - Contains a noncompliant third party content recommendation platform

This means that there seems to be third party content recommendation advertisements on your landing page that are not compliant with our advertising policies. All content on your landing page, whether developed by you or others, must be compliant with Taboola’s advertising policies.

Example: You seemed to have submitted a landing page with a content recommendation widget that does not clearly show the provider of the promoted content, such as, “Sponsored Links by Taboola.”

How To Fix

Please work with your third party advertising partners to ensure compliance before submitting content to Taboola. Advertisements and other third party content on your landing pages include, but are not limited to, display advertisements, page takeovers, content recommendation widgets, and native advertisements.

Here is some additional information to help you fix the issue:

All advertisements and other third-party content must disclose that they are advertisements (if it is not otherwise obvious).

Any content or links on the landing page that are sponsored by a third party must clearly and conspicuously be labeled as sponsored.

here

To learn more about this rejection reason, click here. Further information about landing page policies and third party advertisements can be found here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Landing Page - Language mismatch or grammar issues

This means that there may be a user experience issue on the landing page where either more than one language is represented or the landing page seems to be unintelligible due to poor grammar, spelling, punctuation, or overall coherence of the content.

Example: Your landing page content is in English but your website’s user interface is in Japanese.

Example: Your landing page article is in English but sidebar articles from your website are in Spanish.

Example: Your landing page content is in English but the header image includes Hindi.

Example: Your landing page content does not seem to make sense due to poor grammar or a poor grasp of the language.

How To Fix

Create a new landing page for each language, and make sure that each step of the funnel remains in the same language for the entirety of the customer journey. Make sure that the user interface language corresponds to the language of the content that you are promoting. Make sure that all other content and links on the website are in the same language as the content that you are promoting. Content on landing pages should be properly written in the appropriate language for the territory that the campaign targets and should make sense to a native speaker.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Landing Page - Deceptive landing page practices

This means the landing page may be providing a poor experience for visitors. This can range from technical user experience issues to false, misleading, or deceptive claims or practices on your landing page. Misleading claims are not allowed, even if they are implied rather than expressly made.

Example: You submitted a landing page that does not seem to have enough information about your product before the user must input their personal information.

Example: There seems to be a countdown timer that claims that the user has limited time left to make the purchase or else the opportunity will no longer exist.

Example: Your landing page seems to have unlinked media references claiming that the product is seen in the news.

How To Fix

Review your landing page to ensure that all content is providing a positive user experience. Here is a non-exhaustive list of reasons that may result in this type of rejection:

Landing pages that seem to be general home pages, directory listings, general index pages, or PDFs unless explicitly authorized by Taboola, at our sole discretion.

Landing pages that seem to have an unreasonable amount of popups or overlays.

Landing pages that have a paywall or seem to require a user to log in or register prior to access. Users must be able to find adequate product information on the landing page before they are required to sign in or otherwise input their personal information.

Hyperlinks on landing pages seem to be labeled inaccurately and may not lead to a destination that the user reasonably expects when they click the link.

Landing pages seem to include false, misleading, or deceptive claims. There must be appropriate support for all statements made.

The creation of a seemingly false sense of urgency.

The inclusion of seemingly unsubstantiated or false rumors about any person.

The inclusion of seemingly inaccurate or deceptive images, including fake or altered images.

To learn more about poor landing page practices, click here. To learn more about deceptive landing page practices, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Product is noncompliant in targeted regions

This means that your campaign items seem to promote content, products, or services that don’t follow the restrictions necessary to run them in the geographical locations targeted by your campaign.

Example: Your campaign seems to promote gambling content in a country where that is not allowed under our Gambling and Gaming Policy.

How To Fix

Make sure that your campaigns do not promote any content, product, or service that is illegal in the region where you are advertising. Review our restricted content, products, and services guidelines closely, and update the offending part of your campaign item(s).

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Prohibited Product or Service

This means that your campaign item promotes a prohibited product or service according to Taboola’s policies. This applies to your titles, thumbnails, video creatives, and landing pages.

Example: Your landing page seems to promote the sale of illegal drugs.

How To Fix

Review our prohibited content, products, and services guideline s closely to ensure that no aspect of your campaign contains anything that we prohibit on the Taboola network.

Here is a non-exhaustive list of actions that may result in this type of rejection:

The promotion of anything that seems to have a significant risk of being fraudulent or a scam that may harm users, or that is designed to enable illegal or dishonest behavior.

The promotion of anything that seems to make impossible or illegal financial claims, such as credit repair services or computer optimization software.

The promotion of anything that seems to promise to diagnose, cure, prevent, or reverse any disease, condition, or illness.

A possible violation of intellectual property rights, such as seeming to promote free streaming services to unlicensed video content.

The apparent promotion of counterfeit goods or heavily discounted luxury goods.

The apparent promotion of tobacco, cannabis, or illegal drugs. This includes e-cigarettes, vaporisers, rolling papers, syringes, or any related products or services.

The apparent promotion of weapons, hatred, or violence.

The apparent promotion of the sale of people, endangered species, organs, or blood.

The apparent promotion of sex products or services. This includes adult entertainment sites, escort services, casual sex dating sites, mail-order brides, sex toys and accessories, and erectile dysfunction or male enhancement products.

The apparent promotion of gold IRA, penny stocks, or short-term loans.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Political figure in item

Living political figures or their family members may not appear in the thumbnail, GIF, video still image, video creative, or landing page of an arbitrage campaign.

Publisher campaigns may, however, feature living political figures and their family members in a news item, when relevant.

Example: A former US president may not appear in the thumbnail or landing page of an arbitrage campaign if they are still alive.

To learn how to fix and resubmit your campaign or campaign item, click here.

Broken URL

This means that there seems to be a technical issue with your destination URL or landing page. For example, your landing page did not load when clicked, so it was not able to be reviewed.

Example: When the review team looks at your landing page, they see a 404 error.

How To Fix

Make sure that your destination URL and landing page are functioning properly. Then, update the URL of the campaign item.

To learn more about setting up a new campaign setting, click here. To learn more about adding URL parameters and tracking, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Language mismatch between creative and landing page

This means that there seems to be a mismatch between the language used in your title, thumbnail, GIF, or video creative and the language used in your landing page content. Alternatively, there seems to be a mismatch between the language used in your title and the language used in your thumbnail, GIF, or video creative.

Example: You submitted a campaign that has French titles and a landing page that is in Portuguese.

Example: You submitted a campaign that has English titles and a thumbnail that shows text in Hindi.

How To Fix

Create a new campaign and ensure that there is consistency in the language between your title (or thumbnail, GIF, or video creative, if applicable) and the content of your landing page.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Zero Items: No items in campaign inventory

This means that your submitted campaign did not seem to have any campaign items in it.

Example: You successfully set up a new campaign, but may not yet have added any items.

Creating a campaign does not mean that there is content in it to run. The content that you want to run must be added as campaign items. When setting up a new campaign, make sure to add campaign items to the campaign inventory before submitting. Each campaign item should have a title, thumbnail image or video creative, and destination URL.

How To Fix

Make sure to submit campaign items to your campaign.

To learn how to fix and resubmit your campaign or campaign item, click here.

Item does not align with initial campaign settings

This means that your newly added campaign item(s) does not seem to match the current campaign settings.

Example: Your initial campaign items link to one website or product but your new campaign items link to a different website or product and need an alternate branding text.

Example: Your initial campaign items are about travel but your new campaign items are about finance and need to be placed in an alternate category.

How To Fix

Create a new campaign for the items that do not match the settings of your current campaign.

To learn more about branding text guidelines, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Video Creative - Poor User Experience

This means the video creative seems to have technical or user experience issues that reduce the quality of your video. Your video creative must play smoothly and must be high resolution, cropped well, not overly discolored, and must have minimum original dimensions of 1000px in length and 600px in height.

How To Fix

Make sure that your video creative is compliant with our policies. Here is a non-exhaustive list of actions that may result in this type of rejection:

The video seems to be choppy and may not be playing smoothly. Try rendering your video to an alternate video format, and resubmit your campaign item.

The video seems to loop in a way that does not make sense to the viewer. This may occur if the uploaded video extends past the length limitations allowed for video creatives.

The video seems to use overly disruptive tactics such as flashing colors, lights, or screens.

The video dimensions seem to be too low.

The video seems to use low resolution footage. Do not stretch footage that falls short of the minimum dimension requirement in order to make it fit a video that is set to larger dimensions; this may reduce sections of the video resolution or distort sections of the video.

To learn more about this rejection reason, see thumbnail technical requirements here and thumbnail best practices here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Video creative is not related to / does not match the content on the landing page

This means that your video creative does not seem to accurately reflect what is on the corresponding landing page.

Example: Your video creative is about dogs, but the content of your landing page is about cats.

How To Fix

Make sure that your video creative relates in some way to the product, service, or content on the landing page. Also make sure that it does not misrepresent the product, service, or content on the landing page.

Here is a non-exhaustive list of actions that may result in this type of rejection:

Video creatives that seem to include false, misleading, or deceptive claims of any kind. This includes the promotion of a nude or sexually suggestive image when the product can be promoted in a less sexual way.

Video creatives that seem to include fake or altered images.

Video creatives that seem to create a false sense of urgency.

Video creatives that seem to claim or suggest to have a third-party accreditation or endorsement if the product or service does not have such accreditation or endorsement. For example, video creatives must not feature celebrities or politicians when the campaign promotes a product or service, unless you can produce documented permission from the featured individuals.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Video Creative - Inappropriate, offensive, shocking, or sexual content

This means your video creative seems to be in violation of our content policy. Your video creative must not promote anything that is violent, offensive, inappropriate, or otherwise shocking. Your video creative must not promote anything that contains nudity or is pornographic, sexually suggestive, or overtly sexual in nature. Similarly, your video creative may not give the impression of nudity (even if, upon closer examination, it does not actually contain nudity).

Example: Your video creative seems to show human or animal abuse.

Example: Your video creative seems to be sexually suggestive or show excessive skin.

How To Fix

Make sure that all of your video creatives are compliant with our content policy. Here is a non-exhaustive list of conditions that may result in this type of rejection:

Video creatives that seem to show violent or shocking content. This includes violence; death or near death experiences; or progressed skin diseases, among other things.

Video creatives that seem to show offensive or inappropriate content. This includes offensive language and inappropriate racial content.

Video creatives that seem to show sexually suggestive content.

Video creatives that seem to contain nudity or suggest that a person is naked.

Video creatives that seem to show a person undressing.

Video creatives that seem to show people without a shirt unless they are actively working out.

Video creatives that seem to focus on cleavage or the crotch or buttocks areas.

Video creatives that seem to show people eating food in a sexually suggestive way.

Video creatives that seem to sexualize minors.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click here.

Video Creative - Intellectual property rights violation

Taboola Policies require that video creatives include the name or logo of the company promoting the content. It seems that your video creative does not meet this requirement, or may include content without appropriate copyright permissions.

How To Fix

Make sure that your video creative is compliant with our policies. Here is a non-exhaustive list of actions that may result in this type of rejection:

The apparent promotion of anything that does not include the name or logo of the company promoting the content. Your video creative must clearly represent the advertiser and their product or service in the video.

The apparent promotion of anything that infringes upon the intellectual property rights of the relevant party in the video creative. Make sure that you provide us with the appropriate permissions for your third-party content.

To learn more about this rejection reason, click here.

To learn how to fix and resubmit your campaign or campaign item, click .

There are three main payment schedule options available with Taboola: Monthly Invoice Billing, Prepayment Billing and Automatic Billing.

Monthly Invoice Billing

With Monthly Invoice Billing, Taboola will charge you via invoice on a monthly basis. Each invoice will reflect your total advertising spend for one month of service. If you make any payments mid-month, they will be reflected on your month-end invoice.

Monthly invoices are typically finalized and sent by email via our billing system during the first week of the month. The invoice will reflect the charges and payments for the previous month.

Setting Up Monthly Invoice Billing

Monthly Invoice Billing is only available when you have a dedicated Sales Executive and Account Manager. They must approve your account for Monthly Invoice Billing, and the setup of Monthly Invoice Billing will be discussed during your signup process.

If you are a current client and would like to set up Monthly Invoice Billing, please reach out to your Account Manager for approval. Please note that a request for approval does not mean you will be approved for Monthly Invoice Billing.

Prepayment Billing

With Prepayment Billing, you will need to pay before your campaigns can run.

For example, if you pay $500 to start, you will be able to run campaigns with up to $500 in spend before needing to make another payment to keep your campaigns live.

Your Account Manager or local billing team can let you know when you are approaching your spending limit, based on what you have already paid.

Setting Up Prepayment Billing

Prepayment Billing is only available when you have a dedicated Sales Executive and Account Manager. The setup of Prepayment Billing will be discussed during your signup process.

Automatic Billing

With Automatic Billing, you will have a set billing increment which is the total amount your campaigns can spend before you have to pay again. Billing increments are typically $100.

The only accepted payment method for Automatic Billing is credit cards (MasterCard, Visa, American Express and Discover). All credit card payments are subject to a processing fee of $0.30 + 2.9\%.

Over the course of the month, your credit card will be charged automatically every time your campaign spends the amount of your billing increment. At the end of the month, you will be automatically charged for the remaining balance, even if you have not reached your billing increment.

For example, if your billing increment is $100 and you spend $250 throughout the month, then your credit card will be automatically charged $100 + fees once you reach $100 in spend, $100 + fees again at $200 in spend and $50 + fees at $250 in spend once the end of the month is reached.

Visual of example:

Campaign Spend

Credit Card Charge

$100

$100 + processing fees

$200

$100 + processing fees

$250 (end of month)

$50 + processing fees

After every charge to your credit card, a receipt will be emailed to the cardholder on file. These individual receipts serve as your invoicing.

If you need to know your billing increment or would like to change your billing increment, please reach out to your Account Manager or [email protected]. Please note that a request to increase your billing increment does not mean it will be approved.

Setting Up Automatic Billing

The Automatic Billing option is available to all Taboola clients. To set up this payment option, reach out to your Account Manager or [email protected]. They can activate this for you, and then you can input your credit card information into Backstage. Learn how to enter a credit card in Backstage here.

Learn more about accepted payment methods here, and how to make a payment here.

This article provides an overview of best practices for Taboola mobile app download campaigns. If you are looking to generate more downloads of your mobile app, please see the infographic below for title, thumbnail, branding text and general campaign best practices.

This article will review how to manage your payment methods with Taboola. It will review how to change our payment method, update your payment method and remove payment methods.

Monthly Invoice Billing or Prepayment Billing

The information below is only relevant if you are using Monthly Invoice Billing or Prepayment Billing as your payment schedule. You can learn more about payment schedules here.

Changing Your Payment Method

You can change your payment method with Taboola at any time. You can simply pay with any payment method you’d like when paying an invoice or prepaying. You can learn more about accepted payment methods here.

Paying with a Credit Card

If you want to pay with a credit card, simply reach out to your local billing team. They will send you a credit card authorization form for signature. This must be filled out before we can charge your card.

Warning! This form only authorizes Taboola to keep your credit card information on file. Prior to any future credit card payment, we will need written authorization from the cardholder authorizing the credit card on file to be charged.

If you’d like to update your credit card on file, reach out to your local billing team, and they will send over a credit card authorization to be completed. Once returned, we will update the credit card we have on file for your account.

Having Multiple Payment Methods on File

Please reach out to your local billing team to arrange payment from multiple payment methods.

Automatic Billing

The information below is only relevant if you are using Automatic Billing as your payment schedule. You can learn more about payment schedules here.

Currently, the only accepted payment method for Automatic Billing is credit cards (MasterCard, Visa, American Express, and Discover). All credit card payments are subject to a processing fee of $0.30 + 2.9\%.

Below, you’ll find information for managing your payment methods.

Adding a New Credit Card

To add a new credit card, follow these steps:

Go to the Billing Management page.

(optional) If there is an existing credit card, you will need to delete it first before adding a new one. Instructions for deleting a credit card are below.

Click + New Payment Method.

[email protected]

Fill in your credit card details.

Click Save.

Deleting Your Credit Card

To delete your credit card, follow these steps:

Go to the Billing Management page.

Click the red X icon at the end of the row.

Updating Your Credit Card Information

To update your credit card expiration date and billing address, follow these steps:

Go to the Billing Management page.

Click the pencil icon at the end of the row.

Update the relevant details.

Click Save.

Using Multiple Credit Cards One Account

You can only have one active credit card per account. In order to add a new credit card, you will need to delete your existing credit card.

Automatic Billing Statuses

When using a credit card as your payment method, you can see the status of your payment method in Backstage, on the Billing Management page.

The following are the different statuses and their meanings:

Automatic Billing Enabled - Active - Your credit card is valid and ready to use.

Automatic Billing Enabled - Error - There was an issue with your credit card. To fix, try adding a new credit card to your account using the instructions above. Please reach out to your Account Manager or [email protected] with any questions.

Automatic Billing Enabled - No Payment Method - You didn’t enter a credit card into the system. To fix, add a new credit card to your account using the instructions above.

Automatic Billing Disabled - The option to use a credit card as your payment method is not available to you. Please reach out to your Account Manager or with any questions and/or to enable.

URL parameters are an advanced tracking tool that helps you monitor users activity after they have clicked your campaign items. URL parameters allow you to understand how users behave once they clicked on your Taboola campaign items, using your analytics platform (e.g. Google Analytics or Adobe Omniture).

Your analytics platform helps you gain insights into what users are doing on your site. The platforms show metrics such as time on site and pages per visit. This allows you to track your website’s engagement metrics - then make the changes necessary to best optimize your Taboola campaign.

Adding URL Parameters at the Campaign Level

URL parameters can be added at the campaign level. This means the URL parameters added will apply to every item in that specific campaign.

Here is how to add URL parameters at the campaign level:

When creating a new campaign or editing an existing campaign, you can add URL parameters at the bottom of the New Campaign/Edit Campaign page, in the Tracking Code section.

Change your parameters as needed. Note that when creating a new campaign, Taboola’s default URL parameter is “utm_source=taboola&utm_medium=referral”. You can edit this as needed.

edit campaign items for an existing campaign

Click Continue to save your changes.

Passback Macros

You can add macros to your URL parameters, to pass back certain information from Taboola into your analytics reporting platform. You can add these macros under any URL parameter you’d like.

By adding these macros, you will have insight into performance by multiple data points, allowing you to optimize towards best performing traffic.

Note that you can insert passback macros into your URL parameters at both the campaign and item level.

{site}- The publisher site or application name

{site_id}-A unique Taboola site ID,for the publisher site or app

{site_domain}-The name of the website or URL

{thumbnail}- The image or video URL

{title}- The headline for your item

{timestamp}- The timestamp for when the item was served

{platform}- The user platform on which your item was presented. This returns as "Desktop," "Mobile," or "Tablet".

{campaign_id}- A unique Taboola campaign ID. This campaign ID can also be found on the “Campaign Management” page in Backstage.

{campaign_name}- The campaign name, as defined in the “Campaign Management” page in Backstage.

{campaign_item_id}- A unique Taboola item ID, as defined in the “Top Campaign Content” report in Backstage.

Adding URL Parameters at the Campaign Item Level

When adding campaign items to a new campaign or editing campaign items in an existing campaign, you can add URL parameters to individual destination URLs.

Before adding your destination URLs to your campaign item, add your desired URL parameter.

To do this, add your URL parameter to your destination URL by first adding a question mark (“?”) at the end of the original URL. A question mark should always separate your destination URL and your URL parameters.

Then, add your URL parameter. For example, blog.taboola.com?utm_source=taboola&utm_campaign=promotion.

Add your campaign items to a new campaign or .

On the Campaign Inventory page, add your destination URLs with your URL parameters added.

Important Note!

Specific URL parameters cannot be added at both the individual URL level AND campaign level. For example, you cannot have "utm_source=Taboola" added at the campaign level and "utm_source=cpc" appended to a URL in the campaign. This will cause the data to be incorrect in your analytics platform.

Before running your campaigns on the Taboola network, please review these policies and ensure that all elements of your campaign meet these requirements.

Note that these policies are not exhaustive and are subject to change without notice. So, please be sure to check back here often.

All types of content, products and services below are strictly prohibited from running in your Taboola campaign.

Offensive, Threatening or Inappropriate Content

X You must not promote anything that is related to sexual products or services.

Examples: “Adult” dating sites or services offering to facilitate sexual encounters; mail-order brides; or erectile dysfunction or male enhancement products

X You must not promote anything that is pornographic, sexually suggestive, overtly sexual in nature, or that contains nudity. Similarly, content may not give the impression of nudity (even if on closer examination, it does not actually contain nudity).

Example: Shirtless men with sexual overtones; revealing bikinis; shirtless woman covering her chest; woman wearing a skin-colored bathing suit.

X You must not promote anything that is hateful, discriminatory, abusive, intolerant, or exploitative.

Example: Content that disparages people of a certain religion or ethnic background

X You must not promote anything that is obscene or offensive.

Example: Content that depicts dead bodies; or feces and bodily fluids

X You must not promote anything that is scary, gross, alarming, shocking, or bizarre.

Example: Strange animals, blood, body modification, body part closeups with blemishes

X You must not promote anything with excessive profanity or offensive language.

Examples: Curse words, racial, religious, or homophobic slurs, spelling variations of profane language; or use of foreign language profanity

X You must not promote anything that harasses, threatens, incites hatred, fear, or violence, or depicts physical harm.

Examples: Content that depicts a graphic injury; content that encourages people to riot

X You must not promote any content about harm to children.

Dangerous Content

X You must not promote anything that has a significant risk of being dangerous.

Example: Ads for explosives such as chemical bombs, grenades, or eBooks on how to make bombs

X You must not promote anything that promotes dangerous, violent, or harmful behavior or that we feel may otherwise cause harm to our users for any reason.

X You must not use thumbnails that contain a gun or other weapon aimed at the user, or that point to the left or right ).

False Promises, Scams and Illegal Activity

X You must not promote Anything that promises to diagnose, cure, prevent, treat, or reverse any disease, condition, or illness.

Examples: Ads for Alzheimer's reversal supplements; eBooks about how to cure diabetes; or supplements that promise to cure erectile dysfunction

X You must not promote anything that has a significant risk of being fraudulent or a scam that may cause harm to users, or that is designed to enable illegal or dishonest behavior.

Examples: Ads for credit repair services, pyramid schemes; PC repair software or software that promises to fix or improve the performance of a compute r; non-premium TV/movie streaming boxes; or premium-rate telephone numbers (1-900 numbers)

X You must not promote anything that promotes illegal activity or has a significant risk of being illegal.

Examples: Ads for recreational drugs such as marijuana, cocaine, heroin; paraphernalia marketed to facilitate use of recreational drugs such as pipes, bongs, and rolling papers

Counterfeit Goods

XYou must not promote the sale of counterfeit goods. Counterfeit goods contain a trademark or logo that is identical to or substantially indistinguishable from another company's trademark in an attempt to pass the product off as that of the brand owner.

Examples:Products that use a luxury brand's trademark without authorization in order to take advantage of the higher value of the imitated brand

Cryptocurrency and Related Content

XYou must not promote cryptocurrency or any related products or services.

Examples: Initial Coin Offerings, digital currency exchanges, aggregator pages for referrals to exchanges,cryptocurrency wallets, ads for individual tokens, cryptocurrency

Tobacco and Related Content

XYou must not promote tobacco or any related products or services.

Examples: Cigarettes, cigars, rolling papers, E-Cigarettes, Vaporizers

Political Advertisements

X Political Advertisements are Prohibited

Examples: You must not promote political agenda, candidates, parties, legislation or social issues etc.

Your campaigns and campaign items all have their own status that lets you know if they are running or not and where they are in the review process. This article will explain how to check the status of your campaigns and campaign items.

How to Check the Status of Your Campaigns

To check your campaign status, do the following:

Go to the Campaign Management page.

You can find the status of your campaigns under the third column from the left called Status.

You can also filter by the status you’d like to see at the top of the page.

here

Status Definitions For Your Campaign

Pending - The campaign is currently being reviewed by our content review team to ensure it’s compliant with our advertising policies.

Running - The campaign is live and running on the network.*

Rejected - The campaign is not running, as your campaign or campaign items are in violation of our advertising policies. You will see a specific rejection reason in parenthesis. You can learn more about specific campaign rejection reasons here.

Pending Start Date - The campaign will start to run on the network on the entered start date.

Paused - The campaign is currently paused and not running on the network.

Depleted - The entire budget for the campaign has been spent.

Depleted for Current Month - The budget for the current month has been spent.

Expired - The end date has passed.

Frozen - The campaign is not live due to billing issues.

Terminated - The campaign has been stopped by Taboola. Reach out to [email protected] with any questions.

*A campaign might have aRunning status but also be disabled. Disabled will appear under the Campaign Name on the Campaign Management page if this is the case. When a campaign is Disabled, it is unable to run on the network. To understand why the campaign is Disabled, please reach out to your Account Manager or [email protected]

How to Check the Status of Your Campaign Items

To check your campaign status, do the following:

Go to the Campaign Management page.

Find the campaign you’d like to review and click on the inventory button. This will take you to the Campaign Inventory page, where all campaign items are stored.

You can find the campaign item status in the Status column on the Campaign Inventory page.

Status Definitions For Your Campaign Items

Pending - your campaign item is currently being reviewed by our content review team to ensure it’s compliant with our advertising policies.

Active - The campaign item is live and running on the network.

Rejected - The campaign item is not running, as it is in violation of our advertising policies. You will see a specific rejection reason in parenthesis. You can learn more about specific campaign item rejection reasons .

Need to Edit - You need to edit one of the components of your campaign item. You need to edit the title, thumbnail or destination URL.

All advertisements and other third-party content must comply with the following policies. This includes both (1) the advertisements or third-party content on your landing page and (2) the websites that the user lands on after clicking on these advertisements or third-party content. This also includes any subsequent gallery or other pages a user might see after clicking on the advertisement or third-party content.

Taboola strives to maintain a network of relevant, reliable, and appropriate content so that audiences can expect a certain quality of content recommended by Taboola. And we believe that expectations of quality extend beyond the widgets. This is why we issue detailed guidelines for landing page practices. In the same way we monitor the content in your campaigns’ headlines, titles, and landing pages, we similarly monitor the content quality in any other third-party ads or content recommendations that appear on your landing pages. We have found that certain third-party practices reduce the quality of the Taboola network.

Must Comply With Taboola Policies

V All advertisements and other third-party content must comply with the following policies:

Restricted Content, Products and Services

Prohibited Content, Products and Services

Prohibited Campaign Practices

Title, Thumbnail and Branding Text Policies

Disclosure

V All advertisements and other third-party content must disclose that they are advertisements (if it is not otherwise obvious), and, where appropriate, they must also disclose the source or provider of any promoted content, products or services. See Taboola’s Branding Text Guidelines for the proper way to disclose the source of sponsored links.

Example: Third party content recommendation widgets must contain branding text for all advertisements and must also disclose which company powers the widget.

Example of non-compliant third party content recommendation widget (no disclosures):

V Any content or links on the landing page that are sponsored by a third party must clearly and conspicuously be labeled as sponsored.

Example: A Taboola widget on a landing page must contain additional text disclosing that the widget contains sponsored links by Taboola.

Example of a compliant third party recommendation widget:

Important Note!

Some third parties may implement practices that make it more difficult for you to detect when the content they provide on your landing page violates these guidelines, for example by selectively hiding infringing content from certain people but showing it to others. You are ultimately responsible for all of the content on your landing page, so we recommend that you take measures to review your landing page in a manner that will allow you to circumvent these practices (e.g., block cookies from third party content recommendation platforms).

Taboola is committed to providing our customers, users, and partners full transparency with respect to our services. This Trust Center provides information about the ways that you can control your experience with the Taboola Network and how we ensure compliance with best industry standards. If you have any questions that aren’t addressed here, please reach out to us at [email protected]

Interest Based Advertising

What is Interest Based Advertising?

How to Opt Out

Industry Participation & Compliance

Commitment to Best Advertising and Privacy Practices

Best in Class Disclosures

Taboola Choice

Copyright

Advertising Guidelines

Global Content Review

Advertising to Children

Fake News

Fraud Detection and Invalid Traffic

Privacy at Taboola

Privacy By Design

Global Privacy Training

IAB Europe Transparency and Consent Framework

Security

Data Security

GDPR

Taboola's View on GDPR

How has Taboola Prepared to Comply with the GDPR?

What Data Does Taboola Collect From its Users?

Who Should I Contact About GDPR Compliance and My Relationship with Taboola?

CCPA

How Has Taboola Prepared to Comply with the CCPA?

What Categories of Data Does Taboola Collect from California Consumers?

Who Should I Contact About CCPA Compliance and My Relationship With Taboola?

Interest Based Advertising

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What is Interest Based Advertising?

Interest-based advertising shows you ads that are likely to be of interest to you.

These ads are tailored to your interests and preferences, which advertisers determine based on your browsing behavior over time, across different websites, browsers, or devices. For example, if you browse a website for travel tickets to Costa Rica, and you later browse a different website, you may see ads for hotels and activities in Costa Rica, which are personalized based on your earlier browsing history.

The digital advertising industry has created privacy standards for online ad companies to tell you what kinds of data they collect from you and how they use your data. Taboola is a member in good standing of the following industry groups, and adheres to their self-regulatory standards:

The Digital Advertising Alliance’s (DAA) Self-Regulatory Principles. Learn more here.

The Interactive Advertising Bureau’s (IAB) Self-Regulatory Principles for Online Behavioral Advertising (OBA Framework). Learn more here.

The Network Advertising Initiative’s (NAI) Code of Conduct. Learn more here.

For more information about our collection and use of data for interest-based advertising purposes, please click here.

How to Opt Out

Taboola supports initiatives to offer you greater transparency and control over the use of your data. Therefore, if you do not want Taboola to serve you ads and content based on your past browsing history, you can disable such ads by visiting our Opt Out Portal.

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Industry Participation & Compliance

Taboola has always believed that digital journalism and content discovery should be supported by honest and non-disruptive advertising. Holding on to this belief, we have become valued partners with thousands of the world's top publishers and advertisers and we have collaborated with and participated in a number of privacy and digital advertising industry groups that have helped shape our own best practices.

Commitment to Best Advertising and Privacy Practices

Best in Class Disclosures

Taboola has implemented stringent disclosure guidelines to ensure that before you click on a piece of content on our network, you can easily determine where the content is coming from and whether it is sponsored by an advertiser. We require that all sponsored content include the name of the sponsoring company and, for certain product types, the product category, to help you better understand the source of the content.

Taboola Choice

You have the ability to control what you see on the Taboola platform and you can block individual pieces of content that you dislike. We encourage you to alert us if you see something that you find to be deceptive, fake, or harmful. We thoroughly review every piece of flagged content, and we take all necessary actions to resolve with our customers and internally, as needed.

Copyright

If you find that any ads or content on our network is in violation of copyright laws, please reach out to us at [email protected]. Additionally, owners of copyrighted works in the United States who believe that their rights under U.S. copyright law have been infringed may also take advantage of the Digital Millennium Copyright Act of 1998 (the “DMCA”) to report alleged infringements, by following the procedures listed here.

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Advertising Guidelines

It is important to us that we honor your trust by maintaining content quality and safety across our network. Therefore, all content that runs on the Taboola Network must comply with our Global Advertising Policies, which you can review here.

Global Content Review

All content that we distribute is first manually reviewed and categorized by our Global Content Review Team. This team includes international content reviewers who are fluent in many languages and familiar with diverse cultural nuances. Their core mission is to ensure compliance with our Global Advertising Policies, and that nothing has inadvertently been miscategorized.

Advertising to Children

The Children’s Online Privacy Protection Act, (“COPPA”) governs websites and ad content targeted to audiences 13 years old or younger. Similarly, the EU’s General Data Protection Regulation (“GDPR”) generally limits the processing of data belonging to users under the age of 16. Because Taboola is unable to obtain meaningful parental consent before we serve our Content Discovery Platform, we do not provide our services to websites that are intended for children 13 years old and younger in the U.S. or under the age of 16 in the EU.

Fake News

Taboola has taken a strong stance on banning “Fake News” from our network. We appreciate the impact that our content has on our audiences and value the integrity of all content on our network. We take this responsibility seriously and we do not tolerate content that intentionally confuses readers or that appears to be news or editorial content, when instead it is truthless propaganda or an advertisement.

We have spoken at great length about our efforts against the distribution of fake news on numerous panels, in the Financial Times, and on Taboola’s Blog.

Fraud Detection and Invalid Traffic

We take fraud seriously, and know that any infractions damage the quality of Taboola’s recommendations. To ensure that our advertisers target the right users on the best quality websites and digital properties, Taboola has a dedicated global Anti-Fraud team that manually reviews and automatically monitors for invalid traffic. This includes fraudulent clicks and impressions that might not be the result of genuine user interest (e.g., mechanically generated “click fraud” or “bot fraud”).

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Privacy at Taboola

We are dedicated to providing you with the highest level of transparency and control over the data we use for personalized online advertising.

Privacy By Design

Taboola’s products and services are designed to minimize the collection and use of your data. Taboola has built data protection compliance into our processes and systems from the ground up. To do this, we have ensured that our employees, engineers, and design teams have a solid understanding of Taboola’s data protection obligations. This also includes that the concept of “Data Protection by Design” or ensuring that any new products, services, or systems are designed to minimize the personal data that we collect is embedded into our product development process, and considered from the outset and throughout the life cycle of our products and services.

Global Privacy Training

In the spirit of Privacy by Design, we appreciate that all members of the Taboola family need to understand how to minimize, identify, and protect personal data. As such, we partnered with the International Association of Privacy Professionals (the “IAPP”), to implement global privacy trainings across all Taboola teams, instructing each how to address privacy in its relevant context and to understand Taboola’s protocols regarding data protection.

IAB Europe Transparency and Consent Framework

Taboola's privacy team continues to be actively involved with the IAB Europe's GDPR Implementation Group, where we collaborate with others in the industry and helped develop the IAB Europe’s Transparency & Consent Framework. This Framework provides you with greater transparency into and control over the use of your personal data, and allows you to express your preferences about how companies may process your personal data.

Taboola is a Global Registered Vendor of the IAB EU Framework and we honor consent signals that we receive from our publishers using the Framework. In this case, if a publisher shares a no-consent signal with Taboola, Taboola proceeds to serve only contextually-based recommendations without the use of any personal data.

If you are a Taboola publisher and would like more information about how to integrate with Taboola via the IAB Framework, please review our guidance, here.

Security

Data Security

We value the security of your data and have taken steps to help protect it from loss, misuse, unauthorized access, disclosure, alteration, destruction and any other form of unauthorized processing. Taboola is ISO 27001 Certified and uses these industry standard specifications to ensure data security. Our security posture is evaluated on an ongoing basis and when cyber intelligence shows a change of risk levels, the security posture is updated accordingly. Please be aware, however, that no data security measures can guarantee 100\% security.

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GDPR

The European Union’s (the “EU”) General Data Protection Regulation (the “GDPR”) harmonizes data protection laws across Europe and gives individuals within the EU better control over their personal data and the ways that organizations may use it.

Taboola’s View on GDPR

At Taboola, we have spent significant time and resources to prepare for the GDPR and to help our partners and others in the industry do the same. We have taken this opportunity to assess our global data operations and ensure that our processes meet best practices and transparency standards.

Taboola is optimistic about the long-term benefits that will result from our preparation for the GDPR. Because the GDPR offers users with new opportunities to communicate their preferences, in the long run, it will have provided the digital advertising industry with an important opportunity to better understand its audiences.

We understand that part of being an industry leader is helping the industry through new and complex circumstances. The GDPR is exactly that, and we are proud to have invested in preparing, better understanding, and discovering exciting opportunities to come in this new era of transparency.

How has Taboola Prepared to Comply with the GDPR?

Here is a summary of just some of the things Taboola has done to prepare for the GDPR:

Internal privacy team became Certified European Privacy Professionals (CIPP/E)

Trainings and awareness sessions for all global employees

Appointed a Data Protection Officer

Assembled a multidisciplinary internal GDPR task force comprised of members of our executive, legal, privacy, business, product, IT, data, and R&D teams

Gained a full understanding of where personal data lives in our systems

Introduced an updated Privacy Policy that reflects our obligations under the GDPR

Made necessary technical changes to our services enabling us to support the GDPR's requirements and enhanced data subject rights

Implemented appropriate safeguards consistent with the GDPR to enable the transfer of data out of the EU and any processing to occur lawfully outside of the EU

Ensured that our data processors provide sufficient guarantees to implement appropriate technical and organisational measures to ensure processing meets the requirements of the GDPR

What Data Does Taboola Collect From its Users?

For a full description about the data we collect and how we use that data, please visit Taboola’s Privacy Policy.

Who Should I Contact About GDPR Compliance and My Relationship with Taboola?

For more information about Taboola and the GDPR, please contact us at [email protected].

To learn more about the GDPR, specifically, please visit eugdpr.org.

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CCPA

The California Consumer Privacy Act (the “CCPA”) is a state-level privacy law that aims to provide California consumers with greater controls over how their personal information is collected, used, and sold by companies.

How Has Taboola Prepared to Comply with the CCPA?

Here is a summary of just some of the things Taboola has done to prepare for the CCPA:

Taboola’s California Consumer Rights Portal helps California consumers access, correct, update or delete their Personal Information in real-time.

Taboola provides CCPA-required notices and disclosures to California consumers in the Taboola Platform (Feed and Widget) with additional information in our Platform Popup Disclosure, which all appear at the point of collection on our partner publisher’s websites and digital properties.

Taboola supports the IAB CCPA Compliance Framework and IAB Technical Specifications for CCPA Compliance Framework. While Taboola, as an independent business with a direct relationship with our California consumers, is not a signatory to the IAB Limited Service Provider Agreement, we do honor all IAB “Do Not Sell” signals passed by our publisher partners as if the user instructed Taboola directly.

Taboola continues to exercise the best practice of data minimization and undertook a comprehensive review of our data practices and eliminated certain data uses to ensure effective data protection and CCPA compliance.

Taboola implemented CCPA appropriate Website disclosures, and outlines specific California rights in our Privacy Policy and Cookie Policy.

Taboola has implemented CCPA specific Data Processing Addenda to supplement our agreements with our advertiser clients to allow Taboola to act as their “Service Provider” (as defined in the CCPA).

Taboola has implemented various CCPA specific Data Processing Addenda to supplement our agreements with our suppliers, demand partners, data partners, and online vendors, to ensure they act as Taboola’s “Service Providers” (as defined in the CCPA).

What Categories of Data Does Taboola Collect from California Consumers?

For a full description about the data we collect and how we use that data, please visit Taboola’s Privacy Policy.

Who Should I Contact About CCPA Compliance and My Relationship With Taboola?

For more information about Taboola and the CCPA, please contact us as follows. If you are a Taboola Customer, please reach out to your designated sales representative for specific-CCPA guidance. If you are a California consumer, please visit Taboola’s California Consumer Rights Portal, or contact us directly by email at [email protected].

This article provides an overview of Taboola’s recommended creative best practices for your campaign items. Below are our best practices for creating great titles and images.

Sponsored Content

Technical Requirements:

Image file: 1 MB Max, JPEG preferred

Headline Character Length: 35-45 characters, 60 maximum

Branding Text: 30 characters maximum

1000 x 600 px minimum

Aspect Ratios: 16:9 (preferred), 4:3, 1:1

Thumbnail Best Practices:

People are always preferable even better if they’re at medium zoom from the shoulders up, or even closer.

Avoid image clutter. Clean images with a single center of focus will help you stand out.

Utilize eye-catching colors to attract the users’ attention.

Avoid ClipArt, brand logos, and images with layers of text. These may not crop well, and end up being off-center.

Title Best Practices:

Your title can be a powerful targeting tool. Call out your audience or your product when possible:

Here’s Why Parents Love This New Video Streaming Service

Here’s Why People Love This Website

Front-load titles with an eye-catching main point:

How Bad Customer Service Can Be Hurting Your Business

New Research Can Shed Light on How Bad Customer Service Can Hurt Your Business

Numbered lists can be a good way to entice a user to click:

5 New features you can find on your smartphone

A useful guide to your smart-phone's newest features

Intrigue and mystery can help draw in users:

The real secret to happiness may surprise you

Study shows more sleep will make you happier over time

Don’t forget that titles should be capitalized, just as you would an article headline:

How Ad Tech is Transforming the Marketing Landscape

The complete guide to how ad tech is changing marketing

Video

Technical Requirements:

Media Type: MP4, MOV

3rd Party Tag Specifications: VAST 2.0, VAST 2.0 with VPAID 2.0 JS, VAST 3.0

Aspect Ratios: 16:9 (preferred), 4:3, 1:1

Video Size Limit: 150 MB

Bitrate: >=2500 kbps

Video length: 6-30 seconds (preferred),90 seconds maximum

Video Creative Best Practices

Fill the screen for a higher impact experience. Using big images in your videos are more eye-

catching.

Add subtitles to account for users watching videos with their sound off to drive more engagement.

Use text overlays and call-to-action buttons to drive users to the end of the video or to complete an action.

Video Campaign TIPS AND TRICKS

Test different creatives -Test two or three creatives to see what works best for your video. Consider using people, nature scenes, city scenes, and a lot of movement!

Use the Taboola Video Studio - available to our managed service clients, to add enrichments including custom overlays, end-cards, subtitles, logos, and more to drive engagement and amplify brand awareness.

Visit trends.taboola.com for the latest video trends in your market!

This article will review the basics of pricing and billing at Taboola.

Pricing Basics: CPC Pricing Model

With Taboola, you will pay for your campaigns on a CPC (Cost per Click) basis. Your CPC bid is what you will be charged for every click on one of your campaign items. You only pay if someone clicks on your campaign items. CPC is set at the campaign level.

The minimum required CPC value is $0.01, but we suggest choosing a value between of at least $0.20 - $0.70 to start. Starting with a higher CPC will make your campaign more competitive and more widely tested across the network. You can then change your CPC as needed, to optimize your campaigns based on how they perform.

Billing Basics

There are three different payment schedules available with Taboola:

Monthly invoice billing - Taboola charges you via invoice on a monthly basis. You will also have a credit limit.

Prepayment billing - You’ll need to pay before your campaigns can run

Automatic billing - You’ll have a set billing increment (typically $100), which is the total amount your campaigns can spend before you have to pay again.

You can learn more about all payment schedules here.You can also learn about accepted payment methods here.

A/B Testing - Used for testing two or more parts of one campaign at the same time. The goal of A/B testing is to find which traffic leads to better performance.Example: Testing 2 different thumbnails with the same title.

Actions - These are events that take place on your site, being tracked through Taboola’s Pixel. Actions will be recorded in your campaign reporting under the Conversions column.

Account ID- This is your Taboola account unique identifier. It can be found in the URL (website address) when in your Backstage account. Example: If your account ID is 123456, the URL, when in Backstage, will look like this:https://backstage.taboola.com/backstage/123456

Attribution - A connection between an action and the original click that was “responsible” for it. Taboola will attribute actions based on when the converted user first clicked.Example: If a user clicks your campaign item on Tuesday, and then that same user converts on Friday, Backstage will show the “action” (conversion) under Tuesday’s data.

Account - Your account is associated with your unique email address, password, and your billing information. Your account consists of one or more campaigns.

Automatic Billing - With this type of billing schedule, you’ll have a set billing increment which is the total amount your campaigns can spend before you have to pay again. Billing increments are typically $100.

Average CPC -The average amount you have been charged per click. This is calculated by dividing the total cost of your clicks by the total number of clicks.

Branding Text - The attribution text that will appear under your campaign item’s title and image in Taboola placements. The branding text lets users know who is “behind” the item, giving them a sense of confidence as to the credibility of the product or website being promoted.

Campaign - Your campaign is where you set the branding text, budget, and CPC, as well as the audience you want to target. Your campaigns contain one or more campaign items.

Campaign Items - Campaign items are what your users see and click on in Taboola placements.

Clicks - The total number of user clicks your campaign items received.

Content Type Targeting - The ability to target your campaigns to web pages about specific topics. If you chose a content type to target, it means your campaign items will only appear on websites or web pages about that topic.Example: If you have a sports blog and want your campaigns to appear only on sports sites.

Conversion - When a user takes a desired action on your landing page. A conversion could be a product purchase, a pageview, an email sign up or another type of action that is valuable to you and your business.

Conversion Rate (CVR) - The percentage of visitors from your Taboola campaigns who completed a conversion (i.e. purchase, pageview, etc.). The conversion rate is calculated by dividing the number of users who completed a conversion by the number of users who clicked on your campaign items.

Conversion Tracking - Enables you to know when a conversion happens on your website after someone clicks on your Taboola campaign item.

Conversion Tracking Code- A piece of code you place on your website that enables you to track conversions in your Taboola campaign reporting.

CPA (Cost Per Action) - This is the amount you pay per conversion (actions), such as a product purchase, pageview or email signup. To calculate a campaign’s average CPA, divide the total amount of money spent by the number of actions.Example: If you spend $500 and get 10 conversions, your CPA is $500/10 = $50.

CPC (Cost Per Click)- This is the amount you pay for each click on one of your campaign items.

CPM (Cost Per One Thousand Impressions) - The amount you pay per one thousand impressions of your campaign items. Example: If your CPM is $0.25, it means you have paid $0.25 for every 1,000 impressions of your campaign items.

Credit Limit - An approved monthly amount that you can spend in your campaigns before making a payment to Taboola. You will have a credit limit if you use the monthly invoice billing schedule.

CTR (Clickthrough Rate) - This measures the percentage of users who clicked on your campaign items. CTR is calculated by dividing the number of clicks for your campaign items by the number of impressions for your campaign items.

Destination URL - The URL of the web page to which you want to direct users who click on your campaign items. This could be any type of web page, such as a gallery, blog, article or video.

Exclusion Targeting - Allows you to exclude users who have previously visited your website from your campaign targeting, so you spend your budget to get new visitors, rather than returning ones.

Impressions - The total number of times users saw your campaign items. Each time your campaign item is displayed, it’s counted as one impression.

Landing Pages - Where your users arrive after they click your campaign items. The better the landing page experience is, the easier it is for your users to navigate through it.

Monthly Invoice Billing - A type of billing where Taboola will charge you via invoice on a monthly basis. Each invoice will reflect your total advertising spend for one month of service.

Pageviews - The number of pages a user visits after they click on your campaign item. This metric is commonly called “Pages Per Visit.”

Prepayment Billing - With this type of billing, you will need to pay before your campaigns can run. For example, if you pay $500 to start, you will be able to run campaigns with up to $500 in spend before needing to make another payment to keep your campaigns live.

Retargeting - Allows you to show your campaign items to people who have previously visited your website.This is helpful for a number of campaign goals, including brand awareness and conversions.

ROI (Return on Investment) - The ratio of your net profit to your investment/advertising costs.

Server to Server (S2S) Tracking - Also known as mobile app conversion tracking, this helps you track and measure mobile app campaign performance. This can be used to help track app installs or in-app actions resulting from your Taboola campaigns.

Spending Limit - Your budget for your campaign. This is the maximum you are willing to spend within a set timeframe for your campaign, either monthly or for the entire campaign.

Spent - This is the total spend for your campaign for aselected time period.

Thumbnail - The image that will appear above the title in Taboola placements.

Title - The headline for your campaign item that will show under the thumbnails.

URL Parameters - An advanced tracking tool to help you monitor users’ activity after they have clicked your campaign items. URL parameters allow you to understand how users behave once they’ve clicked on your Taboola campaign items, using your analytics platform (e.g. Google Analytics or Adobe Omniture).

Video Views - The number of videos a user watches after they click on your campaign item.

Viewable CPM (vCPM)-The amount you pay per one thousand viewable impressions of your campaign items. For example, if your Viewable CPM is $0.25, it means you have paid $0.25 for every 1,000 viewable impressions of your campaign items.

Viewable CTR (vCTR)-This measures the percentage of users who clicked on the campaign items that were seen by users. Viewable CTR is calculated by dividing the number of clicks for your campaign items by the number of viewable impressions for your campaign items.

Viewable Impressions -The total number of times your campaign items are seen by users. Each time your campaign item is on the screen for 1 second (per MRC standards), it’s counted as one impression.

Monthly Invoice and Prepayment Billing

To make a payment, follow the instructions on your invoice or reach out to your local billing team.

Automatic Billing

With Automatic Billing, you will have a set billing increment which is the total amount your campaigns can spend before you have to pay again. Billing increments are typically $100.

The only accepted payment method for Automatic Billing is credit cards (MasterCard, Visa, American Express and Discover). All credit card payments are subject to a processing fee of $0.30 + 2.9\%.

Your card will be automatically charged every time you reach your billing increment in campaign spend, so there is no need to initiate a payment for your campaigns. But, please make sure that you have a valid credit card on file for your account or your campaign will stop spending.

You can learn more about managing payment methods here.

JANUARY

Connection-type targeting (Wifi- Only Targeting)

You can now target users who use different connection types. The Wi-Fi Only setting lets you target users who are using Wi-Fi when they see your ad on the Taboola platform.

By-Hour Reporting

You can now view hourly data for a given advertiser or campaign in your Campaign Summary in Backstage. This new report aggregates performance data according to the time of the impression.

Tracking Multiple Server-to-Server (S2S) Conversions

Advertisers can now track Multiple Server-to-Server (S2S) Conversions in Backstage. S2S allows advertisers to track conversions for mobile apps and add data insights for their campaigns beyond just the install such as in-app purchases or in-app subscriptions.

FEBRUARY

Mandatory Campaign Objective Field in API

As of February 18th, the Campaign Objective field in your set-up will become mandatory, giving you more visibility into which campaigns are working for you.

CRM Lookalike based off Mobile Advertising ID

Create lookalike audiences based off of uploaded mobile advertising IDs.

Target and Suppress uploaded CRM Files in Backstage

You can now target an anonymized CRM file in Backstage! When an advertiser uploads their first party data (ex. CRM list), the audience(s) will now appear under ‘My Audiences’ for targeting and suppression.

MARCH

Sunsetting Old Taboola Pixel

Effective April 1st, we will no longer support the old pixel in Pixel Management. With the new pixel, you’ll be able to measure across your marketing funnel, build custom audiences for easy targeting, maximize Smart Bid performance and find conversions lost through Intelligent Tracking Prevention (ITP).

APRIL

Campaign Name Tracking Macro

We’ve created a new {campaign_name} macro for your usage in any of the following tracking fields: ‘Tracking Code, Verification Pixel URL and Item URL.These are macros that can be added under any URL parameter to pass back certain information from Taboola into your analytics reporting platform, giving you more insight into performance with multiple data points.

MAY

Retargeting Improvements

With the recent technical improvements made to our retargeting features, Taboola Retargeting dramatically increases sales and conversions by providing you with the tools to easily re-engage your site visitors, active customers, and new prospects.

JUNE

Viewable Metrics

To provide advertisers with insights across the user journey, viewable impressions, CTR, and CPM will be added to Backstage reports. Looking at various tabs of Campaign Summary -- such as By-Site or By-Platform -- advertisers will be able to see more meaningful variance between the performance of sites, platforms, geos, etc., and optimize accordingly.

Dynamic Bid Strategy

This feature simplifies campaign optimization needs to either reduce or increase the baseline bid according to the results of the campaign.

Lowest Cost Bidding

Lowest Cost bidding guarantees your campaigns win impressions at lower costs. This should Lower CPAs and increase reliability for Smart Bid campaigns.

Creative Expedition

With the Creative Expedition feature, in your Top Campaign Content, you will be able to boost and select the publishers you would like to test your great creatives on. Use this feature to guarantee a fair test that provides enough data quickly to understand the value of your creatives.

JULY

Auto Email Hashing For CRM Lookalike

Advertisers have a new option to upload normal, non-hashed, emails into Backstage when creating a Customer File audience. Taboola will hash the emails without saving the emails on our servers. You will still have the option to upload hashed emails if you prefer. Learn more about this update.

Improved Campaign Duplication

In addition to copying all general campaign settings, the campaign duplication feature will now automatically copy any by-site optimizations as well as the content review status of any creatives. This should allow for immediate scale for these new campaigns. Learn more about campaign duplication here.

AUGUST

5-digit US ZIP Code Lookalike Targeting

Expand your targeting pool by uploading 5-digit US ZIP Codes into the Taboola Platform for lookalike targeting. Once processed, we will generate a new lookalike audience based on the ZIP code file you provided. Learn more about 5-digit US ZIP Code lookalike targeting here.

Simplified Retargeting

You can automatically generate targetable audiences representing any conversions or site visits. If you have installed the Taboola Pixel, look for an audience named “All Site Visitors” in your Audiences tab of the Taboola platform. Learn more about Retargeting here.

Default Suppression at Account Level

Automatically suppress your campaigns from being served to people who have already converted. It’s easy to configure inside audience management in backstage. Edit a conversion-based audience and select “Exclude audience from all campaigns.” Learn more.

Bid By-Site Bid Adjustments w/ Smart Bid

Smart Bid makes adjustments to every impression bid based on the likelihood of conversion. Previously, manual by-site bid adjustments would override Smart Bid. Now, you can manually adjust site bids while still allowing Smart Bid to make dynamic CPC adjustments for impressions served on that site. Learn more about this update in our help center.

SEPTEMBER

Viewable Metrics

You can now see Viewable Impressions, Viewable CPM and Viewable CTR columns in your Campaign Summary Report. Viewability is based off MRC Standards and will provide a more accurate reflection of the performance of your Taboola ads. Learn more in our help center.

CRM- Based Conversions

Match CRM events to your ads with CRM-Based Conversions. These conversions represent the ability to match interactions from your site with metrics around who has engaged with your Taboola campaigns. Leveraging post-lead conversions allow you to measure how much your ads lead to real-world outcomes, including phone orders, bookings, and more. Learn more.

OCTOBER

Easily Implement Google Tag Manager with Taboola Pixel

Google Tag Manager (GTM) users can add Taboola’s base code, and the ability to build conversions and audiences at the click of a button - all you need to set up tracking is the Account ID. You can access the template in the Google community template gallery and learn more about the implementation process here.

Vertical Video

In an effort to enrich our Video for Awareness offering, we have included vertical video creatives as an option. Vertical video is a large video format (9:16, 1:1, and 4:5) best displayed on mobile Taboola Feed placements spanning the open web. Reach out to your account manager or check out the demo to learn more about how this new format can enhance your mobile presence.

Your campaigns will most likely have different results with different audiences. In other words, some clicks may be worth more to you than others. The sections below will describe how to optimize by traffic source and how we help to automatically optimize by traffic source for you.

Optimizing by Traffic Source

One way to take advantage of traffic that is performing better for you is by optimizing by traffic source. This means you can increase or decrease your cost per click (CPC) by traffic source, depending on campaign performance. You also have the option to block a traffic source completely if it is not driving results for your campaign.

For example, if your conversion rate is higher than the campaign average on a specific traffic source, you can increase your CPC on that traffic source. This will make your campaign items more competitive, thus leading to more traffic from that particular traffic source.

Assessing Performance by Traffic Source

Before changing your CPC by traffic source or blocking a traffic source completely, it’s important to assess your campaign performance by traffic source. You can find performance by traffic source by taking these steps:

In order to compare conversion rates and CPA by traffic source in Backstage, you’ll need first to set up and implement your conversion tracking code.

Go to the Campaign Summary page.

Choose a campaign for which you want to assess performance by using the filter at the top.

Click the By Site tab.

On this page, you can see the conversion rate and CPA by traffic source. You will also see a helpful column called Conversion Rate vs. Avg. This column displays the relative difference in the conversion rate from a specific traffic source compared to the average conversion rate of the entire campaign. This information can help you decide how to change your CPC when optimizing by traffic source.

Conversion Rate vs. Avg. Column

Here’s how to read the data in this column:

If the conversion rate from the traffic source is higher than the campaign’s average conversion rate, this will be indicated in green. In the example below, the suggested CPC increase range is between 18\% and 31\%, with 24\% being the average.

Expert Tip!

Hover over to see the average.

If the conversion rate from the traffic source is lower than the campaign’s average conversion rate, this will be indicated in red. In the example below, the suggested CPC decrease range is between -24\% and -11\%, with -18\% being the average.

Expert Tip!

Hover over to see the average.

If there is not enough data to make a good decision yet, this will be indicated in blue. In the example below, there is no suggested CPC change amount since there is not enough data.

Changing CPC by Traffic Source

Once you have assessed your campaign performance by traffic source, you can start making optimizations.

To change your CPC bid by traffic source, do the following:

Go to the Campaign Summary page.

Choose a campaign for which you want to adjust your CPC by using the filter at the top.

Click the By Site tab.

Here you can review your campaign performance by traffic source, and change your CPC in one of two ways:

a. Set a Custom Boost by clicking on the CPC Bid column for a specific traffic source. The CPC Bid column contains the current CPC bid for that traffic source. Clicking on the current bid will open a window that allows you to choose between the default campaign bid value and a Custom Boost. You can set the Custom Boost to be anywhere between +150\% and -99\%.

b. Modify your CPC using the “Quick CPC" modifiers. With this option you can easily increase or decrease the CPC bid of the campaign on a specific traffic source by intervals of 10\%, by using the "-10\%" and "+10\%" buttons to the right of the CPC Bid column.

Blocking Traffic Sources

In addition to changing your CPC by traffic source, you also have the option to completely block a traffic source. This means your campaign will not appear on that traffic source until you manually undo the block.

Expert Tip!

Even if your campaign is performing below average on a particular traffic source, it’s recommended that you lower the CPC for that traffic source instead of removing the traffic source completely. This way, you are still getting traffic that helps you hit your campaign goals instead of cutting off a traffic source completely.

In order to block a traffic source from showing your campaign, do the following:

Go to the Campaign Summary page.

Choose a campaign for which you want to block a traffic source using the filter at the top.

Click the By Site tab.

Select the traffic source you’d like to block and click on the icon at the end of the corresponding row.

If you have any questions, please reach out to your Account Manager or [email protected].

Note: This feature is currently in Limited Availability.

What are Engagements?

Engagements are valuable milestones in the purchase journey that occur between when someone clicks through to your website and when they eventually take valuable conversion actions. Taboola segments your engaged site visitors into two groups, “Engagers” and “Deep Engagers”. These groups are based on a user’s interest and interaction levels with your web content. Customer behaviors such as amount of pages viewed, time spent on site, or browsing your products will impact how users will be segmented into the two groups.

Engagements Lead to Conversions.

Engagements are conversion indicators; someone who has spent a lot of time on your site is much more likely to come back and convert than a new user who is discovering your brand for the first time. Optimizing for these valuable behavioral benchmarks can improve your overall success using the Taboola Platform, as well as across all marketing channels.

By targeting previously engaged audiences, you will be able to move users that are already in the awareness or consideration phase down the marketing funnel.

How are they calculated?

Our algorithm collects multiple signals from the events on your website. The milestones are set based on your unique customer journey. Signals such as recurring visits, time on site, scroll depth and the number of pages a user visited within a session are taken as an input into our algorithm. The strength and depth of these signals help determine the difference between “Engagers” and “Deep Engagers.”

How can I use Engagements in my campaigns?

Audiences based on Engagements will be automatically created in Backstage for you to target within backstage. This lets you remarket these users and reach them at the right moment with ads that are closer to the point of sale.

Things to note:

Make sure you see “Engagers” and “Deep Engagers” under the Audiences tab in your backstage account

Create new campaigns and retarget “Deep Engager” audiences to target users who are the closest to the point of sale or conversion.

Tailor your creatives to better address users in this consideration phase

Best Practices

Retargeting

Do not add additional audience segments to campaigns targeting Engagers, as it will impact scale.

If you want to retarget both Engagers and Deep Engagers, create separate campaigns for them. If you target both audience segments in the same campaign, it will eliminate the impact of targeting Deep Engagers on it’s own. In this sense, all “Deep Engagers” also also “Engagers” by default.

Bidding and CPC

To start, the CPC bid for retargeting your deeply engaged users should be atleast double that of your CPC for widely targeted, run-of-network campaigns, and about 50\% higher than campaigns targeting “All Website Visitors”

We recommend using Smart Bid to make sure you get the best possible conversion rates.

Creatives

Create dedicated content for each stage of the purchase journey.

Someone who has deeply engaged with your site has a very high chance of converting. Your messaging can be more direct since they have gotten to know your brand already.

You will know that your account is deactivated if you see a warning message when you sign into your account:

[email protected]

Your account name will also have “Under Review” in the name.

If your account is deactivated, it is most likely for one of two reasons:

Your account has been inactive for a long period of time (6 months or more). If this is the case, you can reach out to your Account Manager or [email protected] to help you reactivate it.

Your account has violated our Advertising Policies. More specifically, the advertisements or other third-party content on your website is not compliant with our policies. This article will focus on what you can do when this happens.

Third Party Content Policy Violations

If your account is deactivated for third party content policy violations, this means at least one of your campaigns is violating our policies. More specifically, one or more campaigns is violating our “Advertisements and Other Third-Party Content” policies. You can see more details on this policy here.

What to Do When Your Account Is Deactivated

Once your account is deactivated, all of your campaigns will immediately stop serving on the Taboola network. You will not be able to create new campaigns or edit any existing campaigns.

When your account gets deactivated, you will receive a notification from [email protected]. The notification will include more detail of the policy violation, including a screenshot of the landing page that was found to be non-compliant.

After you receive the notification, please work with your third-party content recommendation partners to fix any issues and ensure compliance with all of Taboola’s Advertising Policies, including our Advertisements and Other Third-Party Content policies. Remember you are certainly free to work with any third party provider that you wish, as long as all advertisements and third-party content on your landing pages fully comply with our advertising policies.

Your account will remain deactivated you have made appropriate changes and your campaigns are compliant. Once your website is compliant, please notify your Account Manager or [email protected] to have your content reviewed during our next review period.

Once you have notified us that your account is compliant, we will add you to our re-review queue. Our Review Team periodically re-reviews deactivated accounts that have requested another look.

If your content is found to be compliant great! We will reactivate your account with your campaigns paused and send you a notification that the re-review was successful and that you may resume running your campaigns across the Taboola network at any time.

If your account is found to still be non-compliant, we will notify you that there is some additional work to be done before you may resume your campaigns.

Important note!

If you violate this policy multiple times, your account may be deactivated permanently. So please take the time to carefully review that you comply with all of our policies.

To summarize, here’s what you should do if your account is deactivated for a policy violation:

Check your email for a notification from [email protected], detailing the violation

Reference our Advertisements and Other Third-Party Content policies page and fix any issues with your website.

Alert your Account Manager or [email protected] when you have fixed your website.

Check your email for a notification from [email protected], letting you know the status of your re-review.

If your content is now compliant, your account will be reactivated with your campaigns paused. You can login and restart your campaigns at any time.

If your content is still not compliant, your account will remain deactivated. You will receive another email from detailing the violation.

If you have any questions about this process, please reach out to your Account Manager or [email protected].

In order to get the most out of your campaigns, it’s important that you continually keep an eye on your campaigns. This way, you can assess if your campaign is performing for you then make changes to improve performance if necessary.

See below for our full list of optimization recommendations for improving the performance of your Taboola campaigns.

Make Sure Your Content Is Ready Before You Launch

Before setting up your campaign, it is important to make sure you have read through Taboola’s Creative Best Practices and Landing Page Best Practices. By following these best practices for your campaign items and landing pages, you will have the best chance at succeeding on Taboola’s network.

These best practices will also ensure that your campaign items and landing pages are as interesting and user friendly as possible before adding to your Taboola campaign.

Set Up Your Campaigns for Success

Even if you don’t know it, you are optimizing your campaigns before they even start! Setting up your campaigns for success is important, as it will give you the tools and information you need to make smart decisions to improve campaign performance. Here are some tips for setting up your campaign for success:

Create Multiple Campaigns, Organized By Content Type and Targeting

Separate your campaigns by device.User experiences and behaviors will be different across devices, and users on a particular device may be more inclined to engage with your content. For example, it may be easier for a user to input credit card details for a product purchase when they are on their desktop compared to their mobile device.

Separate your campaigns by location. Similar to platform targeting, different locations vary in terms of their performance and market competitiveness. Separating your campaigns into location buckets allows you to target audiences around the world based on their specific behavior and interests.

Separate your campaigns by product or content type. You will most likely see different performance (conversion or engagement rates) for different products and for different content types. In order to give you the flexibility to change your strategy per product or content type, we recommend splitting up your campaigns from the beginning in this way.

Set a Budget That Works For You

You want to make sure that you have enough budget to start that will give you enough data to make informed decisions. By having enough data, you will be able to make better decisions on where you can improve campaign performance. For example, you might want to decide if your campaign items are performing better on desktop or on mobile devices. You will need enough information to make an informed decision. We recommend setting a budget that will allow for at least $50 a day in spend.

On the flip side, you want to make sure that you don’t spend your budget too quickly without assessing campaign performance. We recommend starting with a small or “test” budget before increasing your budget significantly. This way, you know that your campaign is performing for you before spending more of your budget.

Set a CPC That Works For You

Make sure you set a CPC that allows you to meet your performance goals while getting the desired amount of traffic. If your CPC is too low, you may not get the amount of clicks to your campaign that you’d like. This is because your campaign items will be recommended more if they have a higher CPC. You can learn more about how the auction works here.

You also want to make sure that your CPC is not so high that the clicks are not valuable enough for you. You can learn more about goal setting and measurement here.

We also recommend starting with a higher CPC at the start of your campaign. This way, your campaign will be as competitive as possible, which will hopefully lead to enough clicks to make informed optimization decisions. It will also help the Taboola algorithm to learn where users are clicking on your content more quickly. To learn more about starting CPC guidelines, see here.

Don’t Add Too Many Campaign Items At Once

You want your campaigns to be manageable. We recommend starting with a smaller amount of campaign items, especially if this is your first campaign with Taboola. Then, slowly start to add more campaign items to your campaign after assessing performance and getting comfortable with the platform.

If you are a performance marketer, we recommend starting with one unique destination URL per campaign and adding 5-10 different titles and thumbnails for that unique destination URL.

If you are a publisher or a brand looking to grow brand awareness, we recommended starting with 10-20 unique destination URLs maximum per campaign and adding 5-10 different titles and thumbnails for each destination URL.

Improve Performance Through Titles and Thumbnails

“Pre-Qualify” Your Clicks. Your titles and thumbnails should speak to the experience the user will have on your landing page. The user should know what they can expect to see before they get to your landing page, otherwise they might be confused and leave quickly before engaging with your website. Think about this as giving them a “sneak peak” into your landing page.

By doing this, you will be driving clicks from users who are actually interested in the content on your landing page. This will ultimately help you reach your campaign goals.

Don’t Use Misleading Titles. While it may be tempting to use a title that you know will attract a click, remember that the user will leave the page almost immediately if they feel they have been mislead in any way. By avoiding misleading titles, you will get clicks from users who are truly interested in engaging with your content.

Don’t Use Gimmicky Tactics. Examples are “Click Here” or “While Supplies Last”. Original and clever titles are much more likely to get a user to click.

Dynamic Keyword Insertion for Titles. Dynamic keyword insertion for titles allows you to dynamically place specific keywords in titles based on where the user is located, the day of the week or the device they are currently using. This will help you create titles that are more specific to your users, which will most likely lead to more clicks and higher engagement.

An example of a title using this feature is “People in Phoenix, Arizona Can’t Get Enough of This Razor Subscription Service.” In this example, the location will dynamically change in the title based on where the user is. You can learn more about Dynamic Keyword Insertion for Titles here.

Track Your Campaign Performance

Use The Taboola conversion tracking code. It’s very important to know how your campaign is performing compared to your goals. Taboola offers a conversion tracking code that helps you track the actions taken on your landing page after a user clicks on your campaign item(s). This engagement - or conversion - information is displayed in Backstage so you can quickly assess performance and make informed optimization decisions. You can learn more about the Taboola conversion tracking code here and how to understand your campaign data in Backstage here.

Use Backstage reports to track performance. You have real time campaign data available to you in Backstage. Using Backstage, you can easily monitor the performance of your campaigns. You can learn more about Backstage reporting here.

Use URL parameters to track performance. URL parameters are an advanced tracking tool that helps you monitor users’ activity after they have clicked your campaign items. URL parameters allow you to understand how users behave once they clicked on your Taboola campaign items, using your analytics platform (e.g. Google Analytics or Adobe Omniture). You can learn more about URL parameters here.

Target Highly Engaged Audiences

Monitor and adjust your campaign targeting based on performance. We recommend starting with the most broad targeting for your campaign as possible, then start to narrow down targeting settings that work for your campaign. After you have enough clicks to your campaign, you can optimize your targeting in a couple of ways:

(Recommended) Create new campaigns with different bidding and budget strategies for different targeting options. For example, you might find that Campaign A performs better in the morning for you. You are willing to spend a higher CPC in the morning because this will get you an increased amount of traffic for those valuable clicks. The traffic in the afternoon and evening doesn’t perform as well as in the morning, but you can still run a campaign at a lower CPC for that time that still brings in valuable clicks for you. So, you can use the campaign scheduling feature to change Campaign A’s schedule to only run your campaign items in the morning and create Campaign B with the same campaign items running in the afternoon and evening. Then, you can continue to change your CPC and budget based on performance.

Block targeting options that are not working for you. You can completely remove mobile targeting, for example if that device is not driving positive results for you.

Here is a list of targeting options you should consider in your optimizations:

Location targeting

Device targeting

Operation system targeting

Campaign scheduling

Content type targeting

Retarget your campaign items to users who have shown interest in your content. By taking advantage of Taboola’s retargeting feature, you can increase your engagement and conversion rates. Retargeting allows you to target users who have already visited your website or specific pages of your website. You can learn more about retargeting here.

Change your CPC by traffic source. Changing your CPC by traffic source is a powerful tool that can help you reach your campaign goals. This feature allows you to change your CPC by traffic source based on performance. So, for example, you can increase your CPC on a traffic source that is performing very well for you which will most likely lead to more clicks from that valuable traffic source. You can learn more about optimizing by traffic source here.

Increase Click Volume

If you are happy with your campaign performance and want to drive more click volume to your Taboola campaigns, there are a few ways you can do this:

Increase cost per click bid (CPC). Increasing your CPC will make your campaign items more competitive on the Taboola network, which will most likely lead to more clicks. You can learn how to change your CPC here.

Increase click through rate (CTR). Increasing your CTR will make your campaign items more competitive on the Taboola network, which will most likely lead to more clicks. You can try to increase your CTR by adding more title and thumbnail variations for your landing pages. In other words, add more campaign items to your campaigns. You can find more tips on title and thumbnail best practices here and how to add new campaign items here.

Add new campaign items. By adding more content items to your campaign, you are increasing the chances of finding a campaign item that users want to click on. You can learn how to add new campaign items here.

Increase targeting reach. If you can, try increasing the reach of your targeting options. If you are only targeting the US, for example, but are able to ship your product to Canada, then test out a campaign targeting Canada. As another example, if your desktop campaign is delivering positive results, then try testing a mobile campaign.

Important Note!

Make sure to always monitor the engagement of users on your landing page after making changes to campaign items and targeting. Increasing click volume won’t help unless the clicks are working for you!

Boost Top Performing Campaign Items

After launching your campaign, you can see how your campaign items are performing in the ‘Top Campaign Content’ report. In order to assess performance, you can look at a combination of click through rate, conversion rate/engagement rate and cost per action. Here’s what each one of these metrics will tell you about your campaign item:

Click through rate (CTR) - if the CTR of your campaign item is higher than the other campaign items in the campaign, this most likely means it’s interesting to users as they are clicking on your campaign item at a higher rate than others.

Conversion or engagement rate - CTR does not tell the whole story though, it’s important to understand how users are interacting with your landing page after they click on your campaign item. The higher the conversion or engagement rate, the better that campaign item is performing for you and your goals. Learn more about setting goals here.

Cost Per Action (CPA) - CPA will tell you if the clicks to your campaign item are as valuable as they need to be to bring you a positive return on investment (ROI). CPA can apply to purchases, email sign ups or other performance goals. It can also apply to engagement metrics like pageviews or video views. The main question you need to ask yourself is: how much am I willing to pay for a particular action on my site? This is your CPA goal and how you can assess if a campaign item is successful for you or not. You can learn more about CPA here.

Pause Low Performing Campaign Items

After reviewing the above metrics for your campaign items, and if there are a significant amount of clicks per item (roughly 500-1000 clicks), then you may want to start pausing low performing items. Low performing means the campaign item has a low conversion/engagement rate compared to the other campaign items in the same campaign. If this is the case, you can pause the low performing campaign items. You can learn how to edit existing campaign items here.

Isolate Top Performing Campaign Items

After reviewing the above metrics for your campaign items, and if there are a significant amount of clicks per item (roughly 500-1000 clicks), then you may want to start isolating top performing items. Top performing means the campaign item has a high conversion/engagement rate compared to the other campaign items in the same campaign. To do this, you should pause all other campaign items except the top performing campaign items. You can also create a new campaign for the campaign items you paused, and start that campaign at a CPC that would work for your goals. You can learn how to edit campaign items here and how to create a new campaign here.

Optimize Campaign Item Elements

Campaign item elements include titles, thumbnails and landing pages. You can use Backstage reporting to assess which campaign titles, thumbnails and landing pages are driving the best results for your campaigns. You should allocate more budget to the versions of the campaign item elements that are performing the best. You can assess performance of titles, thumbnails and landing pages by using the following metrics:

Conversion or engagement rate - It’s important to understand how users are interacting with your landing page after they click on your title and thumbnail combinations. The higher the conversion or engagement rate, the better that title, thumbnail or landing page is performing for you and your goals. Learn more about setting goals here.

Cost Per Action (CPA) - CPA will tell you if the clicks to your campaign item are as valuable as they need to be to bring you a positive return on investment (ROI). CPA can apply to purchases, email sign ups or other performance goals. It can also apply to engagement metrics like pageviews or video views. The main question you need to ask yourself is: how much am I willing to pay for a particular action on my site? This is your CPA goal and how you can assess if a title, thumbnail or landing page is successful for you or not. You can learn more about CPA here.

Pause Low Performing Campaign Item Elements

After reviewing the above metrics for your titles, thumbnails and landing pages, and if there are a significant amount of clicks (roughly 500-1000 clicks), then you may want to start pausing low performing titles, thumbnails or landing pages. Low performing means the campaign item element has a low conversion/engagement rate compared to the other campaign item elements in the same campaign. If this is the case, you can pause the low performing titles, thumbnails or landing pages. You can learn how to edit existing campaign items here.

Learn how to A/B test here.

Taboola permits the following content, products, and services to run on the Taboola networkhowever, they must comply with the additional restrictions listed below and the applicable laws and regulations of every location they target. This list is not exhaustive and is subject to change.

Alcohol

All alcohol-related promotions must comply with applicable legislation and other standard industry and regulatory requirements. This includes proper disclaimers, age-gating mechanisms, and responsible drinking and health warnings, which must all be present on the landing page of your campaigns.

The following is prohibited when running campaigns promoting alcohol:

A campaign must not target any individual under the targeted country's legal drinking age.

Example: Campaigns in the U.S. must not target anyone under the age of 21

A campaign must not glorify or induce the consumption of alcohol.

A campaign must not imply that there are any health benefits or therapeutic benefits of alcohol.

A campaign must not show any kind of alcohol consumption in conjunction with the operation of a vehicle of any kind.

Alcohol Restrictions By Country

Alcohol promotion of any kind is prohibited in the following countries:

India

Indonesia

Russia

Turkey

Vietnam

Alcohol promotion in the following countries is allowed, but with restrictions:

Country

V Allowed, With Restrictions

X Prohibited

Argentina

Campaigns must include the following health warning disclosures on the landing page (in Spanish):

“Drink in moderation.”

“It is illegal to sell this product to anyone under the age of 18.”

Campaigns must not target individuals under the age of 18.

Campaigns must not feature individuals under the age of 18 who are drinking alcohol.

Brazil

Landing pages must contain the following disclosure: “Avoid excessive alcohol consumption.”

Campaigns must not associate alcohol with:

Driving

Olympics or competitive sports

Success

Sexuality

Canada

Campaigns must not depict consumption of alcohol.

Campaigns must not urge individuals to purchase or consume alcoholic products.

France

Campaigns must include this disclosure on the landing page: "l'abus d'alcool est dangereux pour la sant."

Campaigns must limit descriptions of the product to details about the product’s qualities.

Acceptable Examples: Alcohol’s proof, how long it has aged, ingredients

Unacceptable Examples: Consuming the product in a social situation, stating that the product will contribute to social, sexual, or intellectual success

Campaigns must not target individuals under the age of 18.

Campaigns must not offer alcoholic products for free.

Germany

Campaigns must promote responsible alcohol consumption.

Campaigns must not promote abusive consumption or trivialize alcohol consumption.

Examples: Flat-rate offers, all-you-can-drink offers

Campaigns must not show individuals who are visibly intoxicated.

Campaigns must not associate alcohol with aggressive or dangerous conduct.

Examples: Driving a car, exercising while drinking

Campaigns must not speak negatively about abstaining from drinking.

Campaigns must not feature individuals under the age of 18 drinking.

Campaigns must not show athletes drinking or promoting alcohol.

Campaigns must not state that the product will contribute to social, sexual, or intellectual success.

Campaigns must not use high alcohol content as a selling point.

Malaysia

Campaigns must not target individuals under the age of 18.

Campaigns must not encourage excessive alcohol consumption or suggest that drinking can help overcome boredom, loneliness, or other problems.

Campaigns must not exploit those who are especially vulnerable because of age, inexperience or any physical, mental or social incapacity.

Campaigns must not depict alcoholconsumption based on a dare or impute anyfailingto those who do not accept the challenge of a particular drink.

Campaigns must not emphasize the stimulant, sedative, or tranquilizing effects of any drink.

Campaigns must not give the general impression that a drink is being recommended mainly for its intoxicating effect or that drinking is necessary for social success or acceptance.

Campaigns must not suggest that any alcoholic drink has therapeutic qualities or can enhance mental, physical or sexual capabilities, popularity, attractiveness, masculinity, femininity, personal relationships, social success, or sporting achievements.

Campaigns must not present drinks aspreferable because of their high alcohol content or intoxicating effect.

Campaigns must not associate drinking with operating machinery, driving, performing any activity relating to water or heights, or any other occupation that requires concentration to be performed safely.

Campaigns must not suggest that people who drink are brave, tough, or daring for doing so.

Mexico

Campaigns must have prior authorization from the Mexico Secretary of Health, through the Federal Commission for the Protection Against Sanitary Risks. You can confirm that you are authorized to advertise the product in Mexico at the Cofepris website, or through this list of authorized products.

Campaigns must not be aimed at individuals under the age of 18 or associated with activities of individuals under the age of 25.

Campaigns must not promote excessive consumption.

Campaigns must not portray success, prestige, fame, leisure, tranquility, or joy.

Campaigns must not attribute nutritional, sedating, or stimulating qualities to the product.

Campaigns must not associate consumption with sporting, civic, or religious activities.

Campaigns must not promote the product through contests or sweepstakes.

Campaigns must not include feature individuals drinking or holding alcohol.

New Zealand

Campaigns must not promote any alcohol that is free of charge.

Campaigns must not encourage underage drinking or be appealing to individuals under the age of 18.

Campaigns must not encourage excessive consumption of alcohol.

Spain

Campaigns must not promote irresponsible consumption.

Campaigns must not associate consumption with enhanced physical performance, social success, or health.

Thailand

Campaigns must not target individuals under the age of 18.

Campaigns must not contain images or audio that depict or encourage alcohol consumption.

Campaigns must not containcorporate images used in an unclear manner.

Campaigns must not compare or compete against other brands.

Campaigns must not suggest that alcohol consumption leads to sexual attractiveness, life success, or health benefits

Campaigns must not contain any celebrities.

Campaigns must not contain any images of workers or employees.

Campaigns must not contain any images of models dressed or behaving in any manner that is insensitive or inappropriate according to traditional cultural standards

United Kingdom

Campaigns must not target individuals under the age of 18.

Campaigns must not feature individuals under the age of 25.

Campaigns must not show alcohol being consumed in the workplace or while operating machinery, driving, or engaging in watersports.

Campaigns must not associate alcohol with sexual or social success.

United States

Campaigns’ landing pages must include an age gate (no individual under the age of 21 may access the site).

Campaigns must include alcohol-related disclosure requirements (ex: "drink responsibly").

Campaigns must not target individuals under the age of 21.

Gambling and Gaming

Gambling products allow individuals to bet money on the outcome of an event for a chance to win more money or a prize. Examples include Internet bingo, online casinos, offline casinos, and sports betting.

These policies apply to all campaigns that promote Gambling or Gaming:

V Campaigns must include responsible gaming messages.

V Campaigns must clearly identify the advertiser and the product in the following ways:

The landing page must make clear that it is promoting a product and what that product is.

The landing page must be clearly labeled as an advertisement or advertorial if it’s not otherwise obvious.

Branding text for any campaign must include the name of the end-product company.

The landing page must not give the false impression that the visitor is on a third-party news site, or that any information on the landing page is coming from an independent third party news source.

V Winner stories can only be shared on landing pages if:

The stories are completely true.

The stories appear on the casino's actual website, and not on an advertorial or an affiliate page.

To clarify: Affiliate marketers must not promote winner stories, and casinos may not create advertorials with winner stories.

For each winner story, the actual odds of winning must be disclosed, and nothing may overstate the likelihood of winning.

Example: When referring to this particular winner, a disclaimer or context that “This winner beat the odds” would be helpful.

Dollar amounts are not included in campaign item titles.

X Campaigns selling Powerball tickets is prohibited outside the US.

X Campaigns must not target minors (please note: the age of majority varies from country to country).

X Campaigns must not show images of an individual who is, or seems to be, under the age of 25, nor show any promotions designed to appeal specifically to children and minors.

X Campaigns must not mention specific dollar amounts in titles.

X Campaigns must not make false promises.

Campaigns must not contain any “easy,” “fool-proof,” or “low risk” language.

Campaigns must not make any guarantees.

Campaigns must not include specific dollar amounts, even if describing a true story of what others have earned.

Campaigns must not include user testimonials, even if they are true stories of what others have experienced

Campaigns must not imply that individuals can get rich through financial products.

Campaigns must not imply that individuals can be trained to eliminate risk or minimize risk.

Campaigns must not imply that investment products can solve financial difficulties or provide "financial freedom."

X Campaigns must not make socially-irresponsible communications.

Campaigns must not portray gambling as indispensable or as taking priority over family, friends, or professional or educational commitments.

Campaigns must not suggest that gambling can enhance personal qualities, improve self-image or self-esteem, or help individuals gain control, superiority, recognition or admiration.

Campaigns must not suggest gambling as a way to escape from professional or educational or emotional problems such as loneliness or depression.

Campaigns must not suggest peer pressure to gamble, or disparage the choice not to gamble.

Campaigns must not link gambling to seduction, sexual success, or enhanced attractiveness.

Campaigns must not portray gambling as “tough” or “macho” or link it to resilience or recklessness.

Campaigns must not suggest that gambling is a rite of passage.

Campaigns must not suggest that gambling alone is preferable to social gambling.

Campaigns must not use unrelated thumbnails that indicate wealth, such as cars, yachts, or extravagant living.

Campaigns must not exploit cultural beliefs or traditions about gambling or luck.

Gambling and Gaming Restrictions By Country

Gambling and gaming promotion of any kind is prohibited in the following countries:

China

Singapore

Gambling and gaming promotion in the following countries is allowed, but with restrictions:

Country

V Allowed, With Restrictions

X Prohibited

Argentina

Promoting the following gambling campaigns is allowed if you provide a valid advertiser license:

Online horse race betting

Lotteries and sports betting are also allowed by state-run entities

In Buenos Aires, online gambling sites may only operate if they provide a local license.

Australia

Promoting the following gambling campaigns is allowed if you provide proof of a valid advertiser license the targeted Australian state or territory.

Online sports betting.

Lotteries

Guides, eBooks, and other information related to gambling

Brazil

Lotteries are allowed if you are a state-run entity.

Canada

Campaigns for the following gambling content is allowed if you provide proof of a valid state advertiser license :

Online casinos

Online bingo

Online sports betting

Guides, eBooks, and other information related to gambling

France

Campaigns must be authorized by French authorities and must provide a valid license.

Campaigns must operate a “.fr” domain.

Campaigns must include a safeguard message against excessive or pathological gambling and must provide a reference to a service that provides information and recovery assistance.

Campaigns must contain a responsible gaming message on the landing page.

Germany

Promoting campaigns for the following gambling and gaming content is allowed if you provide a valid advertiser license and a permit from German authorities:

Online horse race betting

Online sports betting

Lotteries

Promoting games of chance is prohibited.

Example: Raffles

India

Promoting rummy-related campaigns is allowed if the landing page does not promote any other form of online gambling.

Israel

Promoting the following gambling campaigns is allowed if you provide a valid state advertiser license:

Online casinos

Online bingo

Online sports betting

Guides, eBooks, and other information related to gambling

Lotteries

Japan

If you are a state-run entity, you can run campaigns pertaining to the following events, but you must not run campaigns that allow gambling on the events:

Horse race betting

Motorboat, bicycle, and auto race betting

Campaigns for lotteries are allowed if you provide a valid state advertiser license.

Promoting mahjong is prohibited.

Korea

Campaigns for the following are allowed if you provide a proper state license (or for state-run entities):

Lotteries

Sports betting

For prizes in connection with the sale of a product or service, campaigns must specify:

The promotion period

Conditions for the offer

The prize

Promoting mahjong is prohibited.

Promoting physical (brick and mortar) casinos is prohibited.

Promoting gaming currency is prohibited.

Mexico

Campaigns for gambling content is allowed if you provide a valid copy of your registration with the Secretara de Gobernacin and a valid license number.

Landing pages must include a warning that gambling is not an activity for minors.

Promoting bingo and poker is prohibited.

Netherlands

Promoting the following gambling campaigns is allowed if you provide a valid state advertiser license:

Online bingo

Online sports betting

Guides, eBooks, and other information related to gambling

Campaigns for lotteries are allowed if you provide a valid state advertiser license.

New Zealand

Promoting the following gambling campaigns is allowed if you provide a valid state advertiser license:

Online casinos

Online bingo

Online sports betting

Guides, eBooks, and other information related to online gambling

Lotteries

Promoting overseas gambling is prohibited.

Russia

Campaigns for national and state-run lotteries and prize draws are allowed and must contain the following information:

Terms of the prize draw/bet

Organizer

Rules of conduct

Amount of prize money

Number of prizes or awards

Date, place, and order of receiving the prizes

Promoting gambling is prohibited.

Examples: Online gambling, physical (brick and mortar) casinos

Spain

V Promoting the following online gambling campaigns is allowed if you provide a valid advertiser authorization certificate:

Sports betting

Horse race betting

Slot machines

Blackjack

Bingo

Contests

Baccarat

Poker

Roulette

Landing pages must include a responsible gaming message.

Landing pages must include a warning indicating that gambling is not for minors.

Promoting lotteries is prohibited.

Thailand

Promoting the following gambling campaigns is allowed if you are a state-run entity:

Horse racing

Lotteries

Promoting physical (brick and mortar) casinos is prohibited.

Turkey

Promoting the following gambling campaigns is allowed if you are registered and provide a valid license:

Online sports betting

Lotteries

Guides, eBooks, and other information related to gambling

United Kingdom

Promoting the following gambling campaigns is allowed, if you provide advertiser proof of registration:

Online casinos

Online bingo

Online sports betting

Lotteries

Guides, eBooks, and other information related to gambling

Referral sites with no gambling on homepage

United States

Campaigns must not target any territories in the United States, except:

Delaware, only if the company is registered in Delaware.

New Jersey, only if the company is registered in New Jersey.

Nevada, only if the company is registered in Nevada.

Campaigns for state-run lotteries are allowed.

Campaigns for physical casinos are allowed.

Landing pages must include a responsible gaming message and a toll-free help line number.

Landing pages must state that gambling opportunities are only available for customers who are located in a state that permits such online wagering activities.

Financial Products

Payday and Short-Term Loans

Short-Term Loans are loans typically to be repaid in less than a year, and Payday loans are loans typically to be repaid or upon the borrower’s next paycheck. If you are running any such campaigns:

V Your operations must comply with all applicable laws, regulations, and other requirements, and you must provide all relevant licenses and permits, where necessary

V You must be a member of at least one of the following associations: The Community Financial Services Association of America (CFSA), Financial Service Centers of America (FiSCA), the Online Lenders Alliance (OLA), the Canadian Payday Loan Association (CPLA), or Financial Conduct Authority (FCA - for the UK).

Investment Products

Investment products allow individuals to invest money, with a risk of losing that money. These include products related to trading binary options or foreign exchange market trading.

V Campaigns must clearly identify the advertiser and the product.

The landing page must make clear that it is promoting a product, and what that final product is.

Branding text for any campaign must include the end-product company. If the end-product company is not the advertiser, then the branding text can include the name of the affiliate advertiser / agency as follows: “Advertiser” for “End Product.” You can learn more about branding text policies here.

V Campaigns must include clear risk notices.

It must be clear that visitors are being asked to make an investment that can lose money.

Examples:

1. “Trading binary options involves significant risk and may not be suitable for everyone. You should consider whether you wish to acquire any binary options in light of your investment objectives, level of experience, and appetite for risk.”

2. “Trading involves significant risk of loss and is not suitable for all investors. You should carefully consider your investment objectives, level of experience, and risk appetite before making a decision to trade with us. Most importantly, do not invest money you cannot afford to lose.”

Important Note: It is your responsibility to consult with your lawyers and include all risk notices required to comply with all applicable laws and regulations of the countries you target.

V If the landing page states or implies a third-party accreditation or endorsement, it must be true. Campaigns must have permission from the third parties, and campaigns must provide a link to the third-party sites.

V All fees must be clearly disclosed. There must not be any hidden fees.

X Landing pages must not create false impression that visitors are on a third-party news site or that any information is coming from an independent third party.

The landing page must be clearly labeled as an advertisement or sponsored promotion, if not otherwise obvious.

If a “journalist” is not an independent news journalist but a scripted actor, this must be made clear.

X Campaigns must not make false promises.

Campaigns must not contain any “easy,” “fool-proof,” or “low risk” language.

Campaigns must not make any guarantees.

Campaigns must not include specific dollar amounts, even if describing a true story of what others have earned.

Campaigns must not imply that individuals can be trained to eliminate risk or minimize risk.

Campaigns must not imply that investment products can solve financial difficulties or provide "financial freedom".

X Campaigns must not include any images that indicate wealth - such as cars, yachts, or extravagant living. Images of money or investment charts are ok.

X Campaigns must not show images of minors or use any elements that could target minors.

Financial Products Restrictions By Country

Financial product promotion in the following countries is allowed, but with restrictions:

Country

V Allowed, With Restrictions

X Prohibited

Argentina

Campaigns for financial products and loans (including mortgages) must disclose:

Company name

Address

Tax identification number

Financial Total Cost (“CFT”)

Applicable annual interest rate

Repayment system (French or German) applicable to cancellation of capital and interests

Number, amount, and periods of payment

Security deposit, if any

Extra charges and additional insurance required, if any

Canada

Promoting investment products is prohibited.

Examples: Stocks, options, binary options, Forex, futures, bonds, mutual funds, money market investments

China

Promoting credit card cash-back services is prohibited.

France

The following investment product campaigns are allowed:

Mortgage refinance products

Investments in real estate

Health Insurance products

Credit cards

Insurance products

Promoting all other investment products is prohibited.

Examples: Stocks, options, binary options, Forex, futures, bonds, mutual funds, money market investments, diamond investments

Japan

Campaigns for credit cards are allowed if:

The product is registered with the Consumer Credit Industry Association.

Campaigns display a valid registration number on the landing page.

Campaigns for financial institutions must display a valid registration number on the website.

Examples: Companies that promote real estate, banks, securities, loan companies, Forex, binary options, investment advisory businesses, businesses that offer credit cards, and account opening agency services

Promoting black market financing is prohibited.

Promoting credit card cash-back services is prohibited.

Korea

Campaigns for investment products must:

Be cleared by Taboola’s legal team before running. Please reach out to your account manager or [email protected] to request approval.

Be pre-approved by the Korea Financial Investment Association (KOFIA).

Include a certification number and validation period.

Mexico

If you are running campaigns for investment products, you must submit valid registration.

Netherlands

Promoting investment products is prohibited.

Examples: Stocks, options, binary options, Forex, futures, bonds, mutual funds, money market investments, diamond investments

Russia

Campaigns for brokering, investment services, and securities must:

Display a valid license number on the landing page.

Include the name or the registered title of the licensed financial services provider.

Examples: Companies that promote brokering, securities, clearing services, asset management, trust management, or investment advisory providers

Campaigns for securities must include the name of the issuer.

Campaigns for credit institutions must:

Display a valid license/registration number on the landing page.

Include the name or the registered title of the licensed/registered financial services provider.

Include terms of the credit on the landing page.

Examples: Companies that promote credit services, including bank deposits, bank accounts and transfers, deposits of precious metals, cash servicing, exchange operations, bank guarantees, e-money operations, e-wallet, and other related services. This also includes businesses that offer credit cards and affiliates that market any of the above services.

Campaigns for Forex and currency must:

Display a valid license and registration number of the orex dealer on the landing page.

Include the name or the registered title of the licensed financial services provider.

Contain a warning stating that “agreements and/or financial instruments offered (by a Forex-dealer) are of high risk and may result in loss of funds in full; and that one shall assess all risks before entering into any transactions.”

Advertisers running campaigns for Forex and currency exchange products must:

Be accredited / licensed by the Central Bank of Russia.

Be a member of a self-regulated organization of Forex dealers.

Campaigns for loans or mortgage services must:

Display a valid license/registration number on the landing page.

Include the name or the registered title of the licensed/registered financial services provider.

Promoting financial spread betting is prohibited.

Examples: CFDs, binary options, speculation on the future prices of currencies, shares, or commodities

Singapore

If you are running a campaign for moneylender services, you may only promote loans from banks or other financial institutions, licensed pawnbrokers, or advertisers lending money to accredited investors for securities.

Spain

Campaigns for investment products, must ensure that the investment product is registered with the appropriate authority.

United Kingdom

If you are running a campaign for payday and short-term loans, you must confirm through an authorized company representative that:

Your company’s operations comply with all applicable laws, regulations, and other requirements,

Your company has obtained all relevant licenses and permits, and

Your company is a member of the Financial Conduct Authority (FCA)

- Licenses for the FCA can be found here.

United States

Campaigns for payday and short-term financing/loans are only allowed in Utah and Nevada.

If you are running a campaign for payday and short-term financing/loans, you must confirm with an authorized company representative that:

Your company’s operations comply with all applicable laws, regulations, and other requirements.

All relevant licenses and permits have been obtained where necessary.

Your company is a member of at least one of the following associations:

1. The Community Financial Services Association of America (CFSA)

2. Financial Service Centers of America (FiSCA)

3. The Online Lenders Alliance (OLA)

Promoting investment products is prohibited.

Examples: Stocks, options, binary options, Forex, futures, bonds, mutual funds, money market investments

Gamified E-Commerce

Gamified E-Commerce allows buyers to bid on items for a dramatically discounted price, and participants then pay a fee to place small incremental bids to purchase the item at the discounted price. Each bid increases both the price of the item and the amount of time left to bid. Once the time expires, the company receives the money paid by each participant for each bid, as well as the item’s final price, paid by the winner.

If you are running any such campaigns:

V All campaigns must drive directly to the company's website or store

XAdvertisers must not use advertorial pages

X Titles and thumbnails must not make false statements about “leftover” inventory that falsely give visitors the impression that the products are discounted due to inventory reasons.

X Titles and thumbnails must not create a false sense of urgency ("Get this now as they are running out fast”).

X Titles must not include prices.

Self-Improvement Products

The programs, products, and services in this category offer solutions for physical, mental, financial, or spiritual improvement. Examples of self-improvement topics include weight loss, nutrition, brain function improvements such as improved memory or cognitive function, hair strengthening products and vision improvements.

X Campaigns for any type of self-improvement product must not make unrealistic claims about potential results.

Weight Loss

X Thumbnails must not include before/after images.

X Thumbnails must not include obese individuals.

X Titles must not include claims about specific weight loss amounts

Example: "This woman lost XX lbs in XX days"

X The following claims are prohibited in titles and on landing pages:

Weight loss of two or more pounds a week over the course of a month or more, without dieting or exercise

Substantial weight loss, no matter what or how much the consumer eats

Permanent weight loss, even after the consumer stops using the product

Substantial weight loss, because the product or service blocks the body’s ability to absorb fat or calories

Substantial weight loss for all individuals

Substantial weight loss by wearing a product on the body or rubbing it into the skin

Self-Improvement Products Restrictions By Country

Self-improvement product promotion in the following countries is allowed, but with restrictions:

Country

X Prohibited

Mexico

Promoting diet and nutrition products is prohibited.

Spain

Promoting medical weight loss procedures is prohibited.

Campaigns for weight loss products must not claim medicinal properties

Campaigns for weight loss products must not promise specific results

Example: “You will lose one pound every week just from taking this supplement.”

Campaigns for weight loss products must not use any testimonials or endorsements

Auto-Renewal Subscription Services

V Details of the subscription terms must be disclosed clearly and conspicuously before purchase.

On the product purchase page, visitors must be required to specifically opt-in to any auto-renewal option. Visitors must check a box that clearly discloses the subscription terms.

If a purchase page does not contain an auto-renewal opt-in disclosure, and you do not have control over that purchase page, then your landing page must disclose the auto-renewal clearly and conspicuously.

- Example: "X supplement offers a 14-day trial for just $4.95 in shipping, but after you'll continue getting a new supply every month at the usual rate of $39.99").

X Campaigns must not use any language that hides the fact that there is an auto-renewal subscription.

Campaigns may only not a product or service is “free” if the claim is immediately followed by a disclosure of the subscription details.

Campaigns may only reference a “trial” period if it discloses the length of the trial period.

Medicines and Supplements

V The landing page must make clear that the product has not been evaluated by the Food and Drug Administration, and that it is not intended to diagnose, treat, or cure any disease.

V The landing page must include "Advertorial" clearly and prominently on the page.

Disclosures must not be hidden above the navigation bar or below the landing page content.

Disclosures must not appear in tiny font or a color that makes it difficult to read.

V If visitors will be entered into an auto-renewal billing subscription, the subscription term details must be disclosed clearly and conspicuously before purchase.

On the product purchase page, visitors must be required to specifically opt-in to any auto-renewal option. Visitors must check a box that clearly discloses the subscription terms.

If a purchase page does not contain an auto-renewal opt-in disclosure, and you do not have control over that purchase page, then your landing page must disclose the auto-renewal clearly and conspicuously.

- Example: "X supplement offers a 14-day trial for just $4.95 in shipping, but after you'll keep getting a new supply every month at the usual rate of $39.99”.

V All paid endorsements must disclose that they are paid endorsements.

X Campaigns must not give the false impression that the article was written by an independent third party.

Campaigns must not use the word "news".

Campaigns must not say "we researched the best options for our readers and..."

Campaigns must not use fake reporter names.

X Campaigns must not include fake comments, social media links, or testimonials.

X Campaigns must not include auto-updating dates to give the impression that the content was just written today.

X Campaigns must not have auto-updating expiration dates for offers.

X Campaigns must not say "free" if there is shipping and handling, unless the shipping and handling charges are disclosed at the same time.

X Campaigns must not include celebrity images or third party logos without permission.

X Campaign titles and landing pages must not make any claims that a product will improve memory or cognitive function, or prevent cognitive impairment.

X Campaign titles and landing pages must not make any claims that a product will prevent or reverse the effects of hair loss, or make hair grow faster.

X Campaign titles and landing pages must not make any claims that a product can naturally restore your vision to 20/20.

X Promoting Diabetes products is prohibited.

X Promoting Herpes products is prohibited.

Medicines and Supplements Restrictions By Country

Medicine and supplement promotions in the following countries are allowed, but with restrictions:

Country

V Allowed, With Restrictions

X Prohibited

Argentina

Campaigns promoting over-the-counter medicine must:

Clearly state the symptom for which the product is used

Mention dosage

Include the official product name

List the active ingredients

Include the disclosure: “Duda consulte a su medico y / o farmaceutico.”

Promoting prescription pharmaceutical drugs is prohibited.

Campaigns promoting supplements must not suggest that the dietary supplement is a medicinal product.

Campaigns promoting supplements must not quantify how much less likely a consumer is to catch the illness if they consume the product.

Example: “You’ll be 3 times less likely to catch the flu if you take this supplement daily."

Campaigns promoting supplements must not mention medical conditions.

Example: “Boosts vitamin levels that are proven to reduce risk of cancer.”

Campaigns promoting supplements must not claim that the dietary supplement can diagnose, heal, relieve, mitigate, soothe, prevent or protect against any illnesses or symptoms.

Example: “Your stress level will decrease if you take this supplement every day”.

Campaigns promoting supplements must not claimthat a food product can replace a conventional meal or claim that a diet can be based only on a specific food product.

Example: “See better results when you take this vitamin daily instead of eating breakfast!”.

Australia

Promoting abortion-inducing drugs is prohibited.

Promoting drugs and medicines is prohibited.

Brazil

Campaigns promoting online pharmacies must be registered (check here ), and must not promote prescription drugs in their titles, thumbnails, or landing pages.

Campaigns promoting supplements must be pre-approved prior to running. Please reach out to your Account Manager or [email protected] to submit.

Promoting Creatine is prohibited.

Promoting L-Carnitine or Carnitine is prohibited.

Promoting Polifenol de Alcachofra is prohibited.

Canada

Campaigns promoting over-the-counter drugs, natural health products, vaccines, or medical devices must:

Only promote products that are licensed for sale in Canada

Clearly communicate the intended use of the product.

Be factual, scientific information that describes the properties, claims, and conditions of using the drug. Example: For a product that relieves allergy symptoms: sneezing, runny nose, and itchy, watery eyes:

V Acceptable Claim: “Product X relieves sneezing, runny nose, and itchy, watery eyes due to allergies”.

X Unacceptable Claim: “Product X relieves allergies”.

Example: For a product that is a fever reducer and provides pain relief:

V Acceptable Claim: “Product X relieves fever so you can feel better”.

X Unacceptable Claim: “Product X helps you feel better”.

Campaigns for prescription drugs must include only:

Brand name (and common name)

Price

Dosage

Campaigns for online pharmacy services must be accredited by the National Association of Boards of Pharmacy (NABP). Please reach out to your Account Manager or [email protected] to submit proof of accreditation.

Campaigns for prescription drugs must not:

Make any health claims

Mention or suggest the product’s use or the disease or illness it seeks to remedy

Campaigns for online pharmacy services must not make comparative claims.

China

Campaigns for health foods and supplements, including foods claiming to have medicinal or health functions, must:

Be pre-approved by competent administrative authorities.

Include the disclaimer: “This product is not a substitute for pharmaceuticals.”

Campaigns for medical services must submit the following documentation prior to running:

Medical institution practicing certificate

Medical service advertising certificate

Campaigns for medical services must contain only:

The name of the medical institution

The address of the medical institution

The type of institution

The clinical subjects handled by the institution

The number of beds, times for admissions, and contact information

Campaigns for online pharmacies must submit registration with the State Food and Drug Administration (SFDA) of China prior to running. Please reach out to your Account Manager or [email protected] to submit.

Promoting drugs is prohibited.

Examples: Prescription drugs, poisons for medical use, drugs specifically supplied to the army, anesthetics, psychotropic drugs, toxic drugs, and radioactive drugs

Promoting drug-withdrawal treatments is prohibited.

Promoting gender-determination methods is prohibited.

Examples: Prenatal sex screening, sex-determination clinics.

Campaigns for health foods and supplements, including foods claiming to have medicinal or health functions, must not suggest or guarantee the product’s effectiveness

Campaigns for health foods and supplements, including foods claiming to have medicinal or health functions, must not suggest that the product can make a consumer healthy.

Campaigns for health foods and supplements, including foods claiming to have medicinal or health functions, must not make claims that exaggerate the risks of a disease in a way that could lead consumers to worry about their health, should they not use the advertised product.

Examples: “Due to pollution and a high-carb diet, sudden fatal heart attacks can happen without notice. The only solution is to take our supplement, which will prevent this.”

Campaigns for online pharmacies must not:

Mention prescription drugs in titles, thumbnails or on landing pages

Promote prescription collection or delivery services

Germany

Campaigns for medical devices, over-the-counter drugs, and health claims (including claims about a medical condition or plastic surgery), must:

Provide information about the product manufacturer.

Not guarantee results from long term use.

Example: “If you take our vitamin for three years, you will become happier and healthier.”

Campaigns for online pharmacies must:

Submit a license prior to running. Please reach out to your Account Manager or [email protected] to submit.

Advise consultation with a doctor or pharmacist.

Campaigns for online pharmacies must not:

Use expert testimonials, opinions, or advice.

Contain specific product recommendations.

Promoting prescription medicines is prohibited.

Israel

Promoting prescription medicines is prohibited.

Non-prescription medicines must not be distributed:

Within sweepstakes

As free samples

Within a promotion of non-medicinal products

Japan

Campaigns for over-the-counter medicine and cosmetics must not:

Make exaggerated claims

Make any guarantees about medicine

Korea

Food and food additive campaigns must be pre-approved before launch. Please reach out to your Account Manager or [email protected] to request approval.

Food and health supplement campaigns must:

Be pre-approved before launch. Please reach out to your Account Manager or [email protected] to request approval.

Be pre-approved by the Health Food Association

Medicine and medical supply campaigns must:

Be pre-approved before launch. Please reach out to your Account Manager or [email protected] to request approval.

Be pre-approved by the Medical Doctors Association, the Dental Association, the Association of Oriental Medicine, and the Association of Medical Devices.

Pharmaceutical campaigns must:

Be pre-approved before launch. Please reach out to your Account Manager or [email protected] to request approval.

Be reviewed by the Korea Pharmaceutical Manufacturers Association

Mexico

Campaigns for online pharmacies must be pre-approved before launch. Please submit registration (with Cofepris ) to your Account Manager or [email protected].

Campaigns for online pharmacies must not promote prescription drugs or over-the-counter medicines.

New Zealand

Campaigns for online pharmacies must submit registration with the Ministry of Health to Taboola’s legal team prior to launch. Please reach out to your Account Manager or [email protected] to submit.

Landing pages for campaigns for prescription medicine must include:

The words “Prescription Medicine” (or similar).

The name and amount of each active ingredient.

The medicine’s intended use.

A statement that the medicine has risks and benefits.

A statement about how to find further information on the medicine’s risks and benefits.

Campaigns for therapeutic products must list all active ingredients in the product.

Examples: Medicines, medical devices, cell and tissue therapies

Russia

Campaigns for dietary supplements must include disclosure that the supplement is not a medicine.

For landing pages, this warning must occupy ten percent (10\%) of the page.

For videos, this warning must (1) be at least five seconds long and (2) occupy at least seven percent (7\%) of the frame.

Campaigns for dietary supplements must not:

Suggest the supplement has healing properties or is a medicine

Include testimonials

Claim that the supplement can cure a condition, but may suggest the supplement can improve a condition if true

Suggest that the supplement replaces the need for healthy nutrition

Use any research study required for the product’s state registration to support claims that the supplement is better than others

Use any research study to directly recommend the supplement

Promoting narcotic drugs, precursor drugs, and plant-based drugs is prohibited.

Examples: Codeine, Anthranilic Acid, Opium

Campaigns for medicines, medical equipment, and diagnostic and treatment methods must not:

Refer to diseases

Mislead about the necessity of visiting a doctor

Singapore

Landing pages for campaigns promoting medicines or pharmaceuticals (including traditional medicine, homeopathic medicine, and quasi-medicinal products)

Examples: medicated soaps, beverages, toothpastes, dental chewing gum, medicated oil

Must:

- Display Health Sciences Authority permit number

- State medicine’s intended use

Must Not:

- Examples: “The only”, “longest lasting”, “works the fastest”

- Make exaggerated claims

- Make comparative claims

- Offer free samples

Promoting controlled drugs and psychotropic substances is prohibited.

Example: Psychoactive drugs such as amphetamine-type stimulants.

Turkey

Promoting pharmaceuticals and medicinal products is prohibited.

Examples: Dietary food for medicinal purposes, infant formula for medicinal purposes, licensed traditional herbal products, homeopathic medicinal products, medical devices

Campaigns for supplements must not:

Make health claims

Make any comparative claims

United Kingdom

Promoting prescription medicines is prohibited.

United States

Campaigns for prescription drugs may only contain:

Objective information on the drug.

Teasers for the drug or company.

Campaigns for prescription drugs must not generate a lead to purchase prescription drugs.

Campaigns for prescription drugs must not make any claims about a drug.

Example: “If you have a migraine, take this drug and the migraine will go away"

Other Legal Requirements By Country

Country

V Allowed with Restrictions

X Prohibited

Argentina

Campaigns for medical devices may only promote devices that will be used directly by patients (must not promote devices that will be used by medical professionals).

Campaigns for medical devices must not present the nation’s symbols, authorities, or customs in an offensive way.

Australia

If campaigns depict Aboriginal people, you must provide proof of written confirmation from an indigenous arts body to confirm that these depictions are culturally sensitive, align with Aboriginal religious and cultural beliefs, and do not offend Aboriginal laws and customs. You can submit this to your account manager or [email protected].

Austria

Allcampaigns must include an “imprint” that:

Is found under a clear headline on the homepage (or linked through a clear headine on the homepage to a page not more than two clicks away from the homepage)

Includes your name, address, and contact email address

Brazil

Campaigns for all types of products and services must include:

Characteristics of the product or service.

Quantity available for purchase.

Price

-Total price of the product.

-Details about delivery and exchanges.

-Any limitations.

Any hazards to consumer health and safety

Banks may run campaigns if the bank is registered with proper local authorities.

Telecommunication services may run campaigns if the service provider is registered with proper local authorities.

Canada

Campaigns for cosmetics may make claims only about the product’s features, characteristics, and performance.

Example: May say “Your skin will look younger”.

Campaigns that make comparisons of food products must only:

Use products that are similar in character, and must only list attributes that are relevant to the comparison.

Make objective claims that don’t undermine the competitor’s product.

Campaigns for cosmetics must not make remedy-based claims.

Examples: “Reduces, slows or prevents aging” or “Makes skin younger”

China

Campaigns about quality standards must be supported by an official certificate.

Campaigns about seeds and plants:

Require specific approval from legal and policy prior to running. Please reach out to your account manager or [email protected] to request approval.

Includes crop seeds, tree seeds, grass seeds, or aquatic shoots and cultures.

Comparative advertising must not identify competitors by name.

Campaigns must not contain superstitious, terrorizing, or evil content.

Example: A mobile game that contains war or violence.

Campaigns must not use the national flag, national emblem, or national anthem of the PRC or the names of any government entities or officials.

Campaigns for food must not include endorsements from medical institutions or medical practitioners.

Promoting dating sites is prohibited.

Promoting game hacks is prohibited.

Examples: Cheat codes, or editing or supplementing game codes

Promoting pesticides is prohibited.

Promoting private servers is prohibited.

Example: VPN services

Promoting Satellite TV equipments is prohibited.

Examples: Dishes, receivers, remotes

Promoting surrogacy is prohibited.

Examples: Companies that match surrogate mothers with parents, the sale and purchase of sperm, ova, fertilised eggs or embryos

Promoting cryptocurrency is prohibited.

Examples:Bitcoin, Litecoin, Ethereum, Dogecoin

France

Sponsored editorial content and advertorials that look like editorial content must display “PUBLICIT” and “COMMUNIQU” on the landing page.

Medical and scientific professionals may give testimonials based on valid scientific evidence, and must not give personal opinions.

Campaigns for companies in the energy sector or that relate to energy or energy consumption must include: "L'nergie est notre avenir, conomisons la.” (energy is our future, save it).

Campaigns must not use French monuments in campaign items or on landing pages.

Promoting paternity tests is prohibited.

Examples: Clinic-based testing services, at-home test kits

Promoting radar detection products is prohibited.

Examples: Laser detectors, GPS radar detectors

Promoting Scientology is prohibited.

Automotives/passenger vehicles campaigns must not:

Present the speed of the vehicle as a selling point

Display vehicles off-road

Germany

Advertorial landing pages must include the word “Anzeige” (advertisement).

Allcampaigns must include an “imprint” that:

Is found under a clear headline on the homepage (or linked through a clear headine on the homepage to a page not more than two clicks away from the homepage)

Includes your name, address, and contact email address

If you are a legal entity, the campaign item or landing page must:

Specify the form of the organization (Examples: Limited Liability Company (LLC), Corporation, General Partnership, Limited Partnership)

List the full name of the company’s legal representative (Examples: CEO, Director)

List your registration number and the location in which you are registered

List the company’s VAT identification number

If the owner of the website offers services or activities that requires the approval of any public authorities, must also provide details of the responsible supervisory authority

All campaigns must not use any testimonials of medical professionals or academics.

Promoting HIV test kits is prohibited.

Promoting secret paternity test is prohibited.

Promoting radar detection products is prohibited.

Examples: Laser detectors, GPS radar detectors

Promoting Scientology is prohibited.

India

All campaigns must not:

Reference religion

Use any trademark, design, name, or emblem without permissions

Include any indecent representations of women

Accounting services campaigns must not promote a specific accountant.

Promoting Infant food products and infant milk formula is prohibited.

Promoting legal services is prohibited.

Medical services campaigns must not promote a specific doctor or medical practitioner.

Promoting prenatal gender-determination methods is prohibited.

Examples: Prenatal sex screening, sex-determination clinics

Promoting prize chits and money circulation schemes is prohibited.

Promoting magical remedies of diseases and disorders is prohibited.

Israel

Campaigns with comparative claims must:

Use a competitor’s trademark in a comparative advertisement

Make specific, objective side-by-side comparisons

Campaigns with comparative claims must not claim that a product is generally superior than a competitor’s product.

Campaigns with comparative claims must not use a competitor’s trademark to diminish its competitor’s reputation without comparison.

Example: “You have heard all about Brand X horrible customer service!”

Japan

Campaigns with comparative claims may identify a competitor by name or product.

Campaigns with pricing information must clearly list:

price

When payment is due

Accepted methods of payment

Cancellation policies

Any testimonials used in a campaign must :

Include disclaimers such as “this is an individual experience and not for everyone”.

Be general and not for a specific product or service.

Campaigns for commodity futures must:

Display a valid registration number on the website

Have the product registered with the Ministry of Economy, Trade and Industry

Campaigns for dating services must:

Include a warning display "18"

Feature an age gate on the landing page that verifies that a user is over 18

Promoting abortions is prohibited.

Promoting emergency numbers is prohibited.

Examples: 110 for the police department or 119 for the fire department

Promoting mature content and adult services is prohibited.

Examples: Telephone dating clubs, sex clubs

Promoting medical practices, dental practices, hospitals, and clinics is prohibited

Korea

If a blogger or website is paid to create sponsored posts, it must be disclosed:

That the post is sponsored

Who sponsored the post

How much you paid

Any paid-for user comments on corporate blogs must contain disclosure of the financial relationship.

Promoting military equipment is prohibited.

Mexico

All landing pages must disclose the advertiser name.

If using historic or artistic sites or monuments, must get prior authorization from the National Institute of History and Anthropology.

If using any indigenous art, must state the artist name on the landing page.

If you are running campaigns for products for health and human consumption, you must have prior authorization from the Mexico Secretary of Health, through the Federal Commission for the Protection Against Sanitary Risks.

Examples: Health services, herbal remedies, medical equipment, pesticides, cosmetic surgery procedures, beauty services, food and non-alcoholic beverages

Campaigns with prices must list price plus any other charges (Example: shipping & handling).

Campaigns offering sales or discounts must:

List the conditions of the sale/discount

List the time period for which the offer is valid if not unlimited

List the amount of goods the seller is offering if not unlimited

Campaigns with price comparisons must be made on exactly the same product.

Campaigns with price comparisons must not state price comparisons in percentages.

Example: “Product A is is 20\% cheaper than Product B.”

New Zealand

Campaigns with testimonials must reflect the speaker’s personal experience and this experience must be typical (not an exceptional case).

Campaigns with special offers must clearly state any limitations or qualifications that apply to the offer.

Examples: Time restraints, limited to individuals in certain areas, must purchase one item at full price to receive a discount on second item

If using the New Zealand Coat of Arms or the name and emblem of the United Nations in advertising, must be pre-cleared by the Ministry of Culture and Heritage.

Campaigns must not play on fear.

Example: This survival kit will protect your loved ones in the event of disaster

Campaigns must not criticize competitor products

Campaigns must not identify the advertiser in matters of public interest or political issues.

Russia

Campaigns with comparative claims, including direct comparisons with other products and general comparisons (Examples: “The best” or “one of the best”) must be supported by relevant awards or results of relevant independent market research.

Campaigns for baby food for children under one year / breast milk supplements must:

Include the age limit of usage of the product.

Include a warning about the need to consult an expert.

Include the disclaimer: " . [ ] ".

If advertising biologically active additives, must include the disclaimer: " ."

Campaigns for charities and other social initiatives must:

Mention state authorities, charitable non-commercial organizations, and sponsors by name.

Campaigns for insurance services must:

Display a valid license number on the landing page

Include the name or the registered title of the licensed financial services provider

Show prices in Russian rubles (but may include foreign currency in addition)

Campaigns with comparative claims, including direct comparisons with other products and general comparisons (Examples: “The best” or “one of the best”) must not use trademarks of competitor unless you submit proof of permission.

Promoting abortion services is prohibited.

Campaigns for baby food for children under one year / breast milk supplements must not claim the product is an adequate alternative for breastfeeding.

Campaigns for charities and other social initiatives must not:

Feature commercial branding or products

Mention commercial sponsors by their trademarks

Promoting cigarette lighters is prohibited.

Promoting deer antler byproducts is prohibited.

Promoting encryption equipment is prohibited.

Examples: Encryption chips, transmission-encryption devices, encryption-protected computing devices, encryption-protected networking devices

Promoting ethyl alcohol is prohibited.

Promoting explosives (except pyrotechnics) is prohibited.

Examples: Chemical bomb, grenades, dynamite

Promoting knives is prohibited.

Promoting medical devices is prohibited.

Examples: Medical tools and products that require special training.

Promoting medical services is prohibited.

Promoting sale of human body organs and tissues is prohibited.

Promoting uranium and products containing uranium is prohibited.

Promoting cryptocurrency is prohibited.

Examples: Bitcoin, Litecoin, Ethereum, Dogecoin

Singapore

Landing pages must clearly state the advertiser’s name.

All testimonials must reflect the speaker’s personal experience and this experience must be typical (not an exceptional case).

For campaigns that include price advertising, in the case that the price quoted does not include the product in its entirety, you must disclose this as prominently as the price itself.

Example: “The listed price applies to the replaceable parts; the base product is not included in this price.”

For campaigns with comparative claims, claims must:

Clearly indicate if comparing products that are not identical

Make comparisons on the same criteria and features of the compared products

Campaigns for meat and meat products, fish and seafood products, fruits and vegetables must have license from Agri-food and Veterinary Authority.

Campaigns for newspapers, books, magazines, films, video tapes, DVDs, CD-ROMs, and video games must have license from Media Development Authority.

Campaigns for telecommunication and radiocommunication equipment, toy walkie-talkies must have license from Infocomm Development Authority of Singapore.

For campaigns with comparative claims, claims must not:

Select compared items in a way that unfairly favors you

Use the trademark of a competitor unless you submit proof of permission

All campaigns must not play on fear.

Example: This survival kit will protect your loved ones in the event of disaster.

Promoting cigarette lighters shaped like pistols or revolvers is prohibited.

Promoting firecrackers is prohibited.

Promoting medical devices and medical products is prohibited.

Promoting the sale of endangered species is prohibited.

Promoting the sale of human organs and blood is prohibited.

Spain

Campaigns with studies must disclose:

Who conducted each study

The location of the study

When the study was completed

Examples: Use of research, tests, studies, or statistics, or any technical or scientific data

For campaigns that use images of individuals, permission is not required for celebrities/politicians when the image is taken during a public event:

Example: A photo of a celebrity taken at a free outdoor exhibit or parade.

For campaigns that use images of individuals, permission is not required for celebrities/politicians when the image is a parody image, done in deliberate exaggeration for comic effect.

Example: Coca Cola’s “open happiness” campaign reworked to say “open obesity”

For campaigns that use images of individuals, permission is not required for celebrities/politicians when the image isused as part of news reporting on, commentary on, or a creative response to a public event

All campaigns must include the following disclosures:

Advertiser’s name or company name

Address

E-mail address

Any other direct contact information information

For campaigns with comparative claims, claims must:

Compare goods or services that are intended for the same purpose

Make objective comparisons only

Campaigns for products with health claims (Examples: Supplements, health foods) must support claims of preventive or therapeutic effects with scientific evidence.

All campaigns must not:

Use recognizable company brands

Example: Only Nike can run a campaign item with a runner wearing Nike running shoes. No other brand may use these shoes in their campaign item (even if it’s an incidental use while advertising another product or service).

For campaigns with comparative claims, claims must not:

Use or imitate another company’s trademark

Criticize another company’s product or reputation

Campaigns for products with health claims (Examples: Supplements, health foods) must not:

Guarantee relief or healing

Use any testimonials

Suggest that use or consumption of the product enhances physical, psychological, sexual or sporting performance

Make claims about preventive or therapeutic effects that are not supported by sufficient technical or scientific evidence.

Use the term “natural” as a characteristic related to preventative or therapeutic purposes

Example: “Natural Pain Relief!

Campaigns for products with health claims must not claim that the product is a substitute for:

Medicines or medical devices

Consultation with healthcare professionals

Promoting HIV test kits is prohibited.

Promoting emergency contraception is prohibited.

Example: The morning-after pill

Switzerland

Allcampaigns must include an “imprint” that:

Is found under a clear headline on the homepage (or linked through a clear headine on the homepage to a page not more than two clicks away from the homepage)

Includes your name, address, and contact email address

Thailand

Campaigns about the Thai royal family are prohibited.

Turkey

All campaigns must:

Clearly disclose the product or service’s price

Include a return policy

All campaigns must not:

Use the Turkish flag

Abuse any religious elements or references

For campaigns with comparative claims, claims must not:

Criticize another company’s product or service

Compare products that do not serve the same purpose

Promoting explosives and other dangerous products is prohibited

Examples: Fireworks, chemical bomb, grenades, dynamite

United Kingdom

For campaigns with comparative claims, claims must:

Have evidence for both your own product and your competitor’s product

Only use third party trademarks for legitimate comparison of similar goods or services

All campaigns must not:

Show or mention members of the British royal family.

Use any royal symbols without prior permission from the Lord Chamberlain’s office.

Promoting Infant formula is prohibited.

Promoting paternity tests is prohibited.

United States

Campaigns with rebates must clearly disclose whether the rebate is a “mail-in” rebate.

For campaigns with vehicle service contracts (this is a service purchased by consumers to cover the costs associated with vehicle repair after a manufacturer's warranty has expired), the landing page must mention:

(1) Manufacturers or auto brands, and

(2) State the affiliation/non-affiliation with those manufacturers or auto brands.

Mortgage Products

These policies are based on FTC and Consumer Financial Protection Bureau documentation on misleading/false mortgage ads. The CFPB enforces federal consumer financial laws, including laws that prohibit material misrepresentations in advertisements for mortgage credit products.

These guidelines are to be referenced in addition to our global advertising guidelines.

Ads must not:

X Suggest an official government affiliation

Examples:

Use of seals or logos or government checks in creatives or on landing pages

Use of a landing page URL that suggests the website belongs to a government organization

Use of company names or addresses that suggest the advertisement is promoted by a government organization

X Promise low interest rates or payment amounts that are too good to be true

Examples:

Promising rates which the fine print clarifies to be in effect for only a short period of time before adjusting to a higher amount

Promising “historically low rates” or “act now” rates

Promising a low repayment amount when initially only interest payment is required each month but eventually payment increases and user needs to pay off principal

X Mislead users about any terms of the product offered

X Guarantee any of the following:

Pre-qualification or pre-approval for a loan

Terms of the loan

Large amounts of cash or credit automatically available to certain demographics or users

X Suggest that users can quickly or easily check

With the By-Site Report, Taboola customers get more flexibility with how you manage your campaigns. You are able to make by-site bid adjustments to SmartBid campaigns without the Bid Strategy automatically changing to Fixed Bid for that site.This feature allows SmartBid’s logic to continue to operate alongside your manually-adjusted Bid Amount.

Bid Strategy Column

On the by-site tab within campaign summary you can select whether you want to target that site on SmartBid or onfixed bid.

We recommend keeping to SmartBid when bidding by site to continue to gain the benefits of SmartBid's network learnings and intelligence when increasing or decreasing the bid.

To change the bid strategy, click on the cell that says either 'Fixed Bid' or 'Smart Bid' where you can toggle between the two.

Note: sometimes the Actual CPC can be higher or lower than expected when comparing to the Bid Modification and/or Bid Amount.

In the below example, you can see that against one Taboola site, the Actual CPC is higher than the Bid Amount, even though the Average Bid Modification is -34\%.

This is possible because there are many more impressions than winning clicks. Here, the higher "Actual CPC" represents the fact that the impressions that garnered actual clicks (9,733) were be very valuable, though, on average, Smart Bid reduced the bids for each impression by 34\% for this site.

Boosting Thresholds

Bid Type

Minimum De-Boost

Maximum Boost

Smart Bid

- 99\%

50\%

Fixed Bid

- 99\%

100\%

For additional questions, please reach out to your Taboola account manager or Taboola Support.

Taboola Pixel Helper

The Taboola Pixel Helper is a Chrome extension that allows you to troubleshoot common problems and scenarios when using the Taboola Pixel.

The Pixel Helper helps provide visibility into which of your pixels were implemented on a specific page, an indication of whether each pixel’s implementation was successful or not, and which data was or was not sent to Taboola.

The Pixel Helper scans for all types of pixels - conversion, retargeting or new pixels - and provides real-time feedback to help you validate your pixel implementation. You can also test and troubleshoot your pixel implementation (see the Troubleshooting section below for additional information).

Installing the Taboola Pixel Helper

Open your Chrome browser, and install the Taboola Helper Pixel using this link: https://chrome.google.com/webstore/detail/taboola-pixel-helper/aefiepimkogajhddmhcekceihikjcabd/related.

Open your site in which you have implemented your pixel(s).

Once the extension is installed, a small number will appear on the extension's icon at the top right of your browser, indicating the number of pixels found.

Click the icon to see a report of what pixels were identified on your page. A detailed view of the pixels found as well as any implementation errors - will display.

Note!

The Pixel Helper will display information regarding all Taboola pixels that were implemented on a specific web page. This will include all types of pixels - page views, events, etc - that are either old or new Taboola pixels. Note that events are also indicated when pixels are implemented on button clicks or user interactions.

The following data will be displayed for each pixel found:

An account identifier - either an account name or account ID.

The Page that fired the Pixel - the URL on which page the event was fired.

Called Pixel URL -the address that the event is sent to (equivalent to the target).

The pixel type - i.e., retargeting or conversion pixel.

The event name - relevant for events.

Parameters Sent - relevant if the pixel has any parameters.

Time of Request- the time that it took to send the pixel request and get a response.

Troubleshooting the Taboola Pixel Helper

The Taboola Pixel Helper reports common issues that can help you identify what you need to fix for the Pixel Helper to work properly.

Helper Notification

In your Chrome toolbar, you will see an indication with the number of new notifications. A notification can either be a successfully fired pixel or a reported issue.

Taboola Pixel Helper Examples

The following are some examples of common scenarios you may see with the Taboola Pixel Helper.

The icons you will see are as follows:

No Pixel Was Found (Informational)

Taboola could not find an old snippet, base code, or image tag on the page (i.e., we did not receive any request).

Account Identifier Missing (Error)

Without an account identifier, the pixel is not useful, and no data will be tracked in Taboola.

Account Identifier Invalid (Error)

In this scenario the identifier that was sent with the pixel is invalid, so this event cannot be tracked in Taboola.

TFA Was Loaded, But No Calls Were Received (Warning)

Here the script was loaded, but nothing is being fired to Taboola. In case the trigger is a button click and not a page load, this is not an issue (therefore this is a warning). Note that if you didn’t set the pixel to fire on a dynamic event, you should check the code.

This could also be due to the ad being blocked by an active ad block.

The Pixel Was Activated Multiple Times (Warning)

We received the same event for the same account multiple times. The same event should only occur once upon page loading, and if it is sent with different custom data parameters, the parameters will be aggregated into a single pixel event. Note that when the pixel is activated multiple times on your web page, it can cause errors in your event tracking.

Image Tag - The Page Item URL Does Not Appear to be Encoded (Error)

The {Encoded_page_url} parameter does not appear to be encoded and the HTTP call cannot be sent.

Image Tag - The Placeholder in the Pixel Was Not Replaced (Warning)

The placeholder was left in the pixel. Taboola will not be able to track the actions/markings properly.

Image Tag - The Curly Braces { } Were Included With the Page URL (Warning)

The curly braces weren’t removed while replacing the {encoded_page_url} placeholder. They will need to be removed.

The Pixel Took Too Long to Load (Warning)

When the time to request is greater than three seconds, this warning will be displayed.

This article will review how to view your account balance for all three types of payment schedules.

Monthly Invoice and Prepayment Billing

Taboola invoices and sends statements for all advertising spend on a monthly basis.

If you are on a monthly invoice payment schedule, you will receive an invoice at the beginning of every month which will show your current balance as of the end of the previous month.

If you are on a prepayment billing schedule, you will receive a statement at the beginning of every month which will show your current balance as of the end of the previous month.

If you’d like to see your account balance before the end of the month, please reach out to your local billing team to request a statement. The statement will include any payments that have been made to date in the current month, but it will only include your campaign spend up until the beginning of the previous month.

If you would like to know if you are approaching your credit limit or prepayment amount as it relates to your campaign spend, please see this article on What Happens if I Reach my Credit Limit or Prepayment Amount.

Automatic Billing

If you are on an automatic billing schedule, you won’t have an account balance as you will be charged automatically every time you hit your billing increment. To learn more about automatic billing, see the automatic billing section of this article.

If you run into an issue or have any questions related to your billing or payment methods, you can reach out to the relevant team below. You can also reach out if you want to make a payment. You should reach out to the billing email alias that is relevant for where you or your business is located.

Location

Billing Team Address

US, Canada & LATAM (except Brazil)

[email protected]

Brazil

[email protected]

Europe

[email protected]

India

[email protected]

Israel

[email protected]

Thailand, Japan, China, Australia, Korea and rest of APAC

[email protected]

The Taboola Pixel allows you understand the actions people take on your site and to optimize your marketing campaigns towards desired and valuable actions. When visitors on your site perform a certain action, the Taboola Pixel can be activated to report that action.

You can use the Taboola Pixel to set up and track customized conversions and to build custom audiences for targeting. It is used to drive better performance through data-based optimization, tracking things such as conversion rates and values.

Conversion tracking helps you gather important insights about actions users are taking on your site. It gives you the ability to measure the impact and return on ad spend; for example, a product purchase, page view, email signup or other type of action.

The Taboola Pixel additionally enables you to build Custom Audiences groups of users that you can target based on visits or interactions with your site in order to ensure that you’re reaching the most qualified users possible.

Creation and installation of the Taboola Pixel is easy to do; it’s a one-time action performed in a single place on your site.

Creating the Taboola Pixel

Before you can set up and create conversions, you’ll first need to create your base pixel and verify that your pixel code is active.

Note

The following are instructions for a manual implementation of the Taboola Pixel. For a seamless implementation, please reference our Google Tag Manager Template.

If your pixel hasn’t been installed yet, go to the Taboola Pixel menu, and select Conversions.

Click Create Pixel at the top right of the screen.

The instructions for installing the Taboola Pixel code are at the top of the following page. Note that this code should be implemented in the header on all pages of your site.

See the offer here.

Once the pixel implementedcross all your website, test that the pixel triggered properly using the Taboola Pixel helper.

Now, at the top right of the Conversions page, you’ll be able to see the status of your pixel. Please note, that several may exist for events, but here we are showing the status of the main one. Additionally, it may take up to 20 minutes for your pixel status to change after installing it.

Click View Code for instructions on how to install the pixel on your site.

The pixel statuses are as follows:

Create Pixel - For the first time a user clicks on a status badge.

Waiting for Pixel - There has not yet been any activity.

No Recent Activity This indicates that the pixel was active in the past, but has had no activity in the past 48 hours.

Active The pixel is firing properly, with activity reported in the past 48 hours.

NOTE: If you do not have access to the Taboola Pixel screens in backstage, please contact your Taboola Account Manager or [email protected].

Read more: Pixel Conversions, Custom Audiences

Note

If you need assistance placing your Taboola pixel, our partners can help you implement and manage it on your website.

Dynamic keyword insertion for titles allows you to dynamically place specific keywords in titles based on where the user is located, the day of the week or the device they are currently using. This will help you create titles that are more specific to your users, which will most likely lead to more clicks and higher engagement with your landing pages.

An example of a title using this feature is “People in Phoenix, Arizona Can’t Get Enough of This Razor Subscription Service.” In this example, the location was generated based on where the user was when they viewed the campaign item.

Benefits of Dynamic Keyword Insertion for Titles

It allows you to address and reach specific audiences more easily

The campaign item’s click through rate (CTR) will most likely increase significantly as users get a more personalized experience

The campaign item’s conversion rate will most likely increase as users get a more personalized experience

This allows you to reduce the number of campaigns and campaign items you need to create

How to Use Dynamic Keyword Insertion for Titles

To implement dynamic keyword insertion for titles in your campaign, follow these steps:

You can add this feature while you are adding items to a new campaign or while you are editing items in an existing campaign.

Once on the Campaign Inventory Page, find the campaign item you want edit.

Add the dynamic keyword insertion macro to the title using the following format: ${Keyword:CapitalizationType}$.Here is the list of Keywords you can use. Simply replace Keyword in the macro with any of these values in order to place the value in the title:

country - This value will be replaced with the country the user is browsing from

region - This value will be replaced with the region (including states) the user is browsing from

dma - This value will be replaced with the DMA (designated market area) the user is browsing from

city - This value will be replaced with the city the user is browsing from

platform - This value will be replaced with the device the user is browsing from

dayofweek - This value will be replaced with the current day of the week

And here is the list ofCapitalization Types you can use. Simply replace CapitalizationType in the macro with any of these values in order to place the value in the title.

uppercase - All characters will be capitalized

capitalized - The first character of the phrase will be capitalized, and the rest will be in lowercase

Warning!

If you do not follow the format of the macro exactly, the campaign item will not go live on the network. Also, you must use all lowercase letters in the macro or the campaign item will not go live on the network. Always double check the format, spelling and that you only use lowercase letters!

Smart Bid

Smart Bid is an automated campaign bidding strategy that utilizes platform data to bid effectively on impressions that are most-likely lead to conversions for your campaigns.

These bid optimizations are based on the marketing objective that you have selected and aim to maximize the conversions which are included in your "Total Conversion Value."

Starting from a baseline campaign bid you decide on, Smart Bid uses historic network data to automatically optimize bids of each impression, based on how likely they are to capture conversions -- bidding more on high-value impressions, and less on impressions that are less likely to lead to conversion.

Smart Bid then ensures that you are bidding the lowest amount required to win any impressions by reducing all winning bids to match the bid of the second highest bid.

by-site tab

Benefits of Smart Bid:

Leveraged network learnings: The Smart Bid engine operates according to performance learnings of more than 500 billion monthly impressions. The deep learning algorithm takes into account historical campaign performance of similar campaigns - along with user data and context - and then produces a CPC bid based on the likelihood to convert.

Efficient, incremental scale: With the ability to run optimized bids across all 20,000+ sites on Taboola’s network, Smart Bid increases your campaign reach exponentially - with less risk.

Maximized conversions: Smart Bid maintains competitive bids on the sites and audiences that are most likely to drive conversions for your marketing objectives, enabling you to easily and automatically adjust bids to get the most conversions across our entire network. Smart Bid prioritizes higher conversion rates, at scale. On average, we see that campaigns running Smart Bid generate over 50\% more conversions at similar costs to Fixed Bid.

Reliable Optimizations with Dynamic Bid Strategy: on an ongoing basis, Smart Bid runs a back-end A/B test comparing the Smart Bid versus Fixed Bid strategies in real time.Smart Bid will then only utilize automated bidding when it will outperform the results of fixed bidding.This means that optimizing any Smart Bid campaign can be simplified to just adjusting the baseline campaign bid according to scale.

Lowest Cost Bidding:Smart Bid will always reduce winning CPC bids to match the second highest bid for that auction. This results in lower CPAs (costs per action) and more conversions over Fixed Bid campaigns.

How to Implement Smart Bid

Go to the Campaign Management page, and click New Campaign.

In the Bidding and Budget section, for Bid Strategy, toggle on Smart Bid.

Additional Notes on Smart Bid

Smart Bid works most effectively with the Taboola Pixel, which feeds Smart Bid with conversion events that help drive better optimizations and improve the bidding mechanism.

The actual Cost per Click (CPC) may be higher for some sites and lower for others. The maximum CPC for each site will not exceed 100\% over the baseline bid amount.

We recommend applying Smart Bid when you launch a new campaign, or clone an existing one. Note that Smart Bid will be the default setting when you launch a new campaign.

You will still be able to adjust bids per site. Making a manual adjustment to a site's bid will adjust the baseline bid for that site, and Smart Bid optimize according to that adjusted baseline bid for that site.

Fixed Bid

Fixed Bid is a bidding strategy that leaves future bid optimizations in your hands. Unless adjusted otherwise, such as in the of your Campaign Summary, the bid you input will always be the bid price paid.

In short, HTTPS protocols are recommended in when uploading any items to Taboola.

What do HTTP and HTTPS stand for?

HTTP is an internet protocol for web communications (i.e. how information is transmitted in the web). HTTPS is an advanced and more secure version of HTTP. HTTPS encrypts normal HTTP requests and responses, making it a preferred protocol for web developers. You may be familiar with these protocols as they typically appear at the beginning of any website you visit. Sites that use HTTPS have https:// in the beginning of their URL instead of http://.

Why HTTPS is Better For You and Your Site Visitors

HTTPS is the standard protocol used across the web, as it is safer and drives better performance. In addition to this, it protects your site’s integrity and you visitor’s privacy and data. This makes HTTPS sites more trustworthy for users.

HTTPS improves SEO. It is used as a ranking signal for search engines such as Google’s. Furthermore, load-time is also factored into SEO, and HTTPS loads faster than HTTP with modern servers as a result of performance enhancements open to HTTPS only.More recently, Non HTTPS pages are marked as “not secure” directly in the browser address bar, in Chrome and in Firefox. This label is displayed in plain sight in the browser.

Taboola Automatic Protocol Switch to HTTPS

It is a best practice to have HTTPS landing pages. If you upload an HTTP landing page, but Taboola detects that your site supports HTTPS, we will update your protocol to HTTPS and serve it with HTTPS.

HTTPS is a requirement for many new browser and apps features.

HTTP connections are blocked in in-App traffic on devices with advanced operating systems. In recent operating systems updates, HTTP connections have been blocked by default in apps operating on devices running the following operating systems:

Apple : iOS 9.0 or macOS 10.11 SDKs or later

Android : Android 9 (API level 28) and later

HTTPS is better when working with Taboola

Google’s guide for implementing HTTPS

It is highly recommended to use HTTPS landing pages over HTTP ones. Moving forward it will become mandatory as some publishers and devices may not continue to support HTTP connections, using HTTP may:

Hurt your campaigns scale

Cause data discrepancies

If your site supports https, be sure to use HTTPS landing pages (and avoid redirects from HTTP).

If you’re site does not support HTTPS, speak to your webmaster to ensure you're following industry best practices.

For more information on the updates that Apple and Android have pursued in this context please visit the following resources.

Apple Developer Resources

Android Developer Resources

For more information about migrating form HTTP to HTTPS:

In this article, you’ll learn how to edit your existing Taboola campaigns. You are able to make changes at any time to any campaign setting of any campaign. This way, you always maintain full control over your campaigns.

This article describes how to edit campaign settings of any existing campaign. Haven’t set up a campaign yet? You can learn more about setting up a new campaign here.

Editing Campaign Settings

To edit your campaign, do the following:

Go to the Campaign Management page, and find the campaign you'd like to edit.

Click on the pencil icon at the end of the row to edit your campaign settings.

here

This will take you to the Edit Campaign page, where you can edit your campaign settings including CPC, budget, and targeting. You can learn more about all campaign settings .

Once you have made your changes, click Save at the bottom of the screen.

Quickly Edit Campaign Settings Inline

The Campaign Management page also has several inline controls for you to quickly edit your campaigns. This feature is available for the Spending Model, Spending Limit, Daily Ad Delivery, CPC and End Date fields. To edit, hover over the field click the pencil iconat the right of each field.

You can also play and pause your campaigns inline, using the play/pause button at the end of the campaign row.

The following are the accepted methods of payment with Taboola. For additional information about payment schedules, see Payment Schedules.

Monthly Invoice Billing and Prepayment Billing

Payment can be made via wire, ACH, check or credit card (MasterCard, Visa, American Express and Discover). All credit card payments are subject to a processing fee of $0.30 + 2.9\%. If you need assistance, please reach out to your local Billing team.

Automatic Billing

Payment can be made via credit card (MasterCard, Visa, American Express, and Discover). All credit card payments are subject to a processing fee of $0.30 + 2.9\%. If you need assistance, please reach out to your local Billing team.

More information:

Learn how to add or change your credit card here.

Learn more about how to make a payment here.

Server to Server (S2S) conversion tracking allows you to track multiple conversions, without installing the Taboola Pixel. These conversions can be, for example, mobile app installs and post-install events - such as signups and purchases - that happen after a user clicks on your Taboola campaign creatives.

Conversion tracking helps you gather important insights about actions users are taking on your app or website, and gives you the ability to measure the impact, return on your ad spend, and to optimize your campaigns accordingly.

3rd Party Mobile Measurement Partners

We are also integrated with third party platforms you might be using S2S with to track your mobile app conversions.

Taboola has direct integrations or is compatible with the following partners,as well as several other Mobile Measurement Partners:

AppsFlyer

Tune

Adjust

Branch

Kochava

Singular

What Can I Track Using S2S Conversion Tracking?

Using S2S conversion tracking, you can track any type of user interaction in your app or website that you would like to optimize in Taboola’s Backstage. You can also represent your multi-conversion funnel using S2S tracking. For example:

Downloads - You can track downloads of your app from places like the App Store (iOS) or Google Play (Android).

In-app Events - You can track many post-install events, such as when a user reaches a certain level in an app or makes a post-install purchase.

How will Conversions appear in Backstage reports?

You can see all of your conversions in Backstage reports. You can report conversions in a single account with both S2S and Taboola Pixel tracking.

[email protected]

For each conversion rule, you’ll be able to track the number of conversions, CVRs, CPAs and conversion values. For more details, see Tracking and Reporting Conversions, and Campaign Reporting.

Ready to get started? To implement S2S conversion tracking, see the instructions below.

Add S2S Tracking to your Taboola Campaign.

After a user clicks on your content, Taboola will notify your server’s with a click value.

You will need to add the Taboola {click_id} macro into your Taboola campaign tracking code. This will populate with a value that is sent to your site or to your 3rd party platform.

When a conversion is made by the relevant user, the {click_id} value is included in a postback URL which sends the conversion information to Taboola to be reflected in Backstage reporting.

In Backstage:

Go to the Campaign Management page.

Then click +New Campaign or edit an existing campaign.

In the Campaign page, go to the Tracking section at the bottom of the page.

Add a parameter to your Tracking Code that is set to equal “{click_id}” as conversion cannot be recorded without it. The parameter you use should allow you to record this value and later populate it in your postback URL to attribute the conversion. This can also be added as a parameter at the item level. You can learn more about how to add URL parameters here.

It is vital to NOT alter the {click_id} macro, otherwise your Conversions will not be tracked.

For Mobile Measurement Platforms (MMPs): Use a parameter specific to your 3rd party platform and set it as equal to the {click_id}. Many 3rd party platforms already have this added in the click tracker generated when selecting Taboola as your partner. Please refer to your platform’s documentation for more information as well as other parameters you can add to pass site, creative, and other data points with our macros.

Create S2S Conversions

Note: To check if you are already sending events to Backstage, and to save time, you can use the Active tab as a shortcut. Learn more here.

To define conversions with S2S tracking, go to the Taboola Pixel menu, and select Conversions. Here you can view existing conversions or set up and define new conversions that came from either the Taboola Pixel or S2S tracking. Note that you do not need to implement the pixel to track conversions with S2S.

Click New Conversion to set up and start tracking a new conversion.

Select the conversion Type as Event.

Select either Popular or Custom, and then fill in all of the relevant fields. See Tracking and Reporting Conversions for additional information. Make note of the value in your Event Name field as this is will be used in the next step.

Important Note: The code you see here is NOT relevant for S2S and should be ignored. Please use the postback URL in the next step.

Instead of the event code from the Conversion, use a postback URL for tracking conversions. Postback URLs sit in your server’s backend and will fire only for events related to Taboola. Create a new postback URL for each conversion created in Backstage. The highlighted values below should be changed to the respective values below.

https://trc.taboola.com/actions-handler/log/3/s2s-action?click-id=CLICK_ID&name=EVENT_NAME

- CLICK_ID Replace with a macro that will populate with the Click ID generated on the Taboola user’s click. Taboola macros should NOT be used as this macro will be specific to your internal technology. This macro should populate with the same value created by the {click_id} macro implemented in your campaign’s tracking code to tie the conversion to this initial click.

- EVENT_NAME - Replace with the corresponding Event Name value in Backstage

For Mobile Measurement Platforms (MMPs): For many platforms, you do not need to create a postback for each conversion. Instead, simply add the Event Name value for each conversion to the respective events in this platform and ensure they are being sent to Taboola.

Optional Parameters

The additional parameters can be added to the postback URL for further insights into your conversion:

https://trc.taboola.com/actions-handler/log/3/s2s-action?click-id=CLICK_ID&name=EVENT_NAME&revenue=REVENUE_HERE&currency=CURRENCY_HERE .

- (optional) REVENUE_HERE - Replace REVENUE_HERE with a fixed number or the relevant macro. It be any full or decimal number, with no commas.

- (optional) CURRENCY_HERE - Replace CURRENCY_HERE with the name of the currency you're using. The supported currencies are: ILS, GBP, USD, BRL, EUR, INR, JPY, KRW, CNY, RUB, AUD, CAD, HKD, MXN, NZD, SGD, THB, TRY, ZAR.

For Mobile Measurement Platforms (MMPs): Look for the ability to send this data to Taboola for each of the relevant conversions in your platform.

Important note!

If you’ve completed these steps and Backstage reporting does not match your internal reports, please contact your Taboola Account Manager or for help troubleshooting.

A campaign is a group of campaign items. All campaign items in a campaign will have the same targeting, CPC and draw from the same budget. You will need to create and set up a new campaign before your campaign items can go live on Taboola’s network.

Before you launch a campaign, you can learn more about all campaign settings here. This way, you can ensure you are setting up your campaigns to help with your campaign goals.

How To Set Up a New Campaign

Go to the Campaign Management page.

Click +New Campaign.

campaign items

Once on the New Campaign screen, enter a name for your campaign in the Name field.

Add your campaign Branding Text. This is the attribution text that will appear under your campaign item’s title and image in Taboola placements. You can learn more about branding text guidelines here.

Input the rest of your campaign settings. You can learn more about all campaign settings here.

Once you have chosen all settings, click Continue. You will be able to review all choices before clicking Submit Campaign.

Add your campaign items on the Campaign Inventory page. You can learn more about adding campaign items to a new campaign here. All of your campaign items will be reviewed by our team before going live.

You can edit campaign settings and at any time.

Setting a goal helps you to run a successful campaign. With Taboola, you are able to input a Marketing Objective, or goal, for every campaign you launch. By having this goal in place, you will be in a better position to manage and optimize your campaign to hit your goals. This article will review how to input your Marketing Objective. Although this is an optional field, we strongly recommend filling it out at the launch of every campaign.

Setting Your Campaign’s Marketing Objective

To get started, do the following:

Go to the Campaign Management page.

Click +New Campaign.

Edit Campaign

On the New Campaign screen, go to the Campaign ID section at the top of the page and find the Marketing Objective field.

Here, you can choose your Marketing Objective from 5 choices:

Brand awareness

Lead generation

Online purchases

Drive website traffic

Mobile app installs

After you have entered your Marketing Objective, and the rest of your campaign settings, click Continue. Then you will be able to start adding campaign items to your new campaign.

You can edit the operating system targeting at any time by returning to the page.

What are 3rd Party Tags?

In the Taboola platform, “3rd Party Tags” are any externally-provided code designed to monitor, record, or track the performance of Taboola campaigns. More specifically, 3rd Party Tags are typically HTML tags (IMG pixels or Javascript tags) that are implemented by Taboola on a publisher’s page when your ad is displayed, seen, or clicked. These tags are used to transfer data to other platforms, outside of Taboola’s proprietary dashboard.

What can I do with these tags?

Ad Verification

Send live campaign data to your 3rd party tracking platform. Validate brand safety, numbers of impressions, viewable impressions and clicks.

Attribution

Observe the whole user journey, not just the last click. Measure the effectiveness of Taboola on users that have seen your ads (and have not necessarily clicked them).

Re-engagement

Identify users that have engaged with your Taboola ads and remarket them on other platforms. (Scroll to the end of this article to learn how to remarket your Taboola users in Facebook and Google Ads).

How can you implement 3rd party tags in your campaigns?

When setting up a new or existing campaign in Campaign Management, you will find 3rd Party Tags under “Tracking”

https://help.taboola.com/hc/en-us/articles/360040955714

Click “Add Tag” and choose tag type

Insert the tag under “Tag.” Note the limitations for each tag type

For pixels - choose the event type to trigger your pixel.

For JavaScript Tag - the event type that triggers the tag is always impressions.

3rd Party Pixels - Notes (These notes are NOT relevant to JavaScript tags):

Allowed types:

image and text. No limitations on vendors.

We are limited in some ways by sites, apps, browsers or devices that are unable to execute pixel implementations. In such cases, even though the pixel data did not reach your 3rd party platform, your ad was indeed displayed.

For example, HTTP limitation in Chrome and Firefox latest versions will prevent tracking for http pixels.

3rd Party Tag Validation

We have several layers of validation when uploading 3rd party tags. We validate pixel URLs, ensuring that it matches URL conventions. If the URL you added does not match our validation, you will not be able to add it.

Possible Validation Errors

“Only image/text pixels are accepted.”

“Pixel URL contains an invalid character: <state illegal character>.”

This means the pixel URL holds a character that is not in URL standards.

“Pixel URL structure does not match standard URL conventions.”

Check that you entered the pixel URL correctly.

“An error occurred when testing the pixel URL (4xx error).”

This error might mean that your 3rd party vendor does not allow Taboola server to check the URL endpoint.

It can also mean that the pixel URL is marked as not safe.

"URL is unavailable (5xx error)."

This means there was a server error. This might be due to temporary connectivity problems or a 3rd party’s server being down, but this can also mean the URL is permanentlynot available.

Please try again at a later time, check the URL for mistakes, and talk to you 3rd party to understand why you're receiving a 5xx error.

“URL not valid.”

The pixel failed another validation that is not mentioned above. Please contact [email protected].

JavasScript Tags - Notes

Accepted vendors: Moat, IAS and DCM (Soon to come: DoubleVerify)

The tag should be implemented exactly as you got it from the 3rd party vendor.

AdServing tags are not supported - Only verification tags\

There are supply limitations as there are publishers that will not support JS tags on their pages.

CCPA compliance - 3rd party pixels will not be fired for users that choose to opt out

Related articles for specific 3rd party tags:

Google Ads Remarketing Pixel for Taboola:

https://help.taboola.com/hc/en-us/articles/360041440873

Remarket Your Taboola Audience on Facebook:

Backstage, Taboola’s campaign management platform, helps you launch and monitor your campaigns.

Backstage offers full control of your campaigns. You are able to edit campaign settings at any time, including targeting, budget and CPC bid. You can also start and stop your campaigns at any time.

Backstage also offers comprehensive reporting. You will have full transparency into campaign performance, to help you take the steps you need to optimize and scale your Taboola campaigns.

Here are some helpful articles on how to use Backstage:

How to Set up New Campaign

How to Edit Campaigns

Campaign Reporting

Conversions occur when a user takes a desired action on your landing page that is valuable to you and your business, such as a product purchase, pageview, email signup, or other type of action. With conversion tracking, you can easily see if Taboola is driving results for your business by monitoring conversions that happen on your website after someone clicks on your campaigns.

The following actions can be tracked using conversion tracking:

Website Conversions - This includes purchases, new leads, and email signups.

Website Actions - This includes a button/link click on your website and an “add to cart” action.

Pageviews - This means tracking the amount of pages a user visits after they click on your campaign item. This metric is commonly called “Pages Per Visit.”

App Downloads - You can track mobile app downloads and in-app events that happen after a user clicks on your Taboola campaign item by utilizing server-to-server conversion tracking.

To get started with conversion tracking, you will need to first create your conversion tracking code, then implement your conversion tracking code on your website.

Tracking Conversions in Reports

The conversion tracking data for your campaigns can be viewed on the Campaign Summary Page in Backstage.

The Taboola Pixel allows you to see performance data for many different conversion types in the same report, providing deeper detail into the actions Taboola users are taking on your website.

The following are the steps required in Backstage to track conversions with the Taboola Pixel.

How to Track Conversions with the Taboola Pixel

Go to the Campaign Summary page.

Tracking and Reporting Conversions

On the right side of the screen, click the Columns button.

Here you can select the columns that you want to view and select for tracking multiple conversions with the Taboola Pixel. Note that these column selections are only available for the new Taboola Pixel.

For each conversion type (per conversion rule and total), there will be four available columns:

Conversions The number of actions attributed to Taboola.

CVR The number of conversions/impressions x 100\%.

CPA The total spent/number of conversions. Note that this is for total spend and not first conversion spend.

Conversion Value ($) - The sum of conversion values based on the conversion value parameter. If the conversion value parameter is empty, this value will be 0.

In the Customize Columns view, the columns selected by default are: Viewable Impressions, Viewable CTR (vCTR), Clicks, Average CPC, Viewable CPM (vCPM), Spent, Conversion Rate, Actions, and CPA. When changing these selections, you can go back and restore the defaults by selecting Reset to default.

Note!

The columns selected here are relevant generally for reports. See for additional information.

Customization Feature: Include in Total Conversions

As an advertiser, you likely want to view and analyze different touch points in the customer journey, and then optimize accordingly.

Some touch points are more important than others of course, and a campaign’s CPA should be calculated only for the most important touch points. For instance, you may have an e-commerce site with the following conversions: landing on the site, shopping cart, and purchase. For the overall conversion data, you may want to only count purchase data and analyze the purchase CPA.

With the Include in Total Conversions feature, Backstage allows advertisers, per conversion rule, to select whether a particular conversion should be counted as part of your total conversions. This is important for optimization based on conversions (i.e., Smart bidding, lookalike audiences, etc.) as well as for optimizing towards the most relevant actions and most important touchpoints.

You can use this setting to control how you bid for conversions and to customize the data you want to see in your reports.

Setting Up Include in Total Conversions

Go to the Taboola Pixel, Conversions page.

Click + New Conversion.

In the Conversion Properties section, select Yes or No in the Include in Total Conversions option, to include or not include the conversion as part of your total conversions reporting column. Choosing not to include a particular conversion in the column means your automated bid strategies won’t bid for these particular conversions.

When your campaign or campaign items are marked as ‘Rejected,’ it means that your content has been deemed unacceptable for promotion across our network. When this occurs, your landing page or campaign items had something in them that is in violation of our advertising policies.

To find out if your campaign or item was rejected, see How to Check Your Campaign and Item Review Status.

If you do find that your campaign or campaign item has been rejected, you can take the following steps to fix.

Fixing a Rejected Campaign

To fix a rejected campaign, first check your campaign status and find the specific rejection reason.

Next, take the time to review the rejection reason and determine which aspect(s) of your campaign items or landing pages caused the rejection.

Important Note!

There may be multiple reasons for rejection but only the most frequently appearing offense will be noted in your campaign rejection reason. Make sure to check your campaign to see if there are any other violations of our advertising policies.

Fix the violations in your campaign items or landing pages.

Once you fix the violations, it will be placed in the normal review process by our content review team.

Fixing a Rejected Campaign Item

To fix a rejected campaign item, first check your item status and find the specific rejection reason.

Next, take the time to review the rejection reason and determine which aspect(s) of your campaign items or landing pages caused the rejection.

Important Note!

There may be multiple reasons for rejection but only the most frequently appearing offense will be noted in your campaign item rejection reason. Make sure to check your campaign item to see if there are any other violations of our advertising policies.

Fix the violations in your campaign item or landing page.

Once you fix the violations, it will be placed in the normal review process by our content review team.

Your campaign settings can be adjusted at any time to fit your campaign needs. You have full access to make the changes you need at any time. This article describes all of the available campaign settings in more detail.

These settings are initially chosen by you when setting up a new campaign.

Campaign Setting Descriptions

Setting

Description

More Info

Name

This is where you input your campaign name. We recommend a name that accurately describes the content of your campaign, to make it easy for you to find your campaigns in your account.

We recommend including identifiable characteristics - such as the product name, location targeting and/or platform targeting.

Branding Text

This is the attribution text that will appear under your campaign item’s title and image in Taboola placements. This should reflect the name of your website, product, service or brand. *This cannot be edited after you complete your campaign set up.

Learn more about branding text.

Marketing Objective

This is the goal for your campaign. By having this goal in place, you will be in a better position to manage and optimize your campaign to hit your goals.

Learn more about marketing objective.

Start

The default setting for start time is As soon as reviewed. This means your campaign will go live once your campaign items are reviewed by our content review team. If you’d like to set a start date that is in the future, select From and choose a date.

Learn more about campaign duration.

End

The default setting for end date is When I stop it. This means your campaign will continue to run until the budget runs out or until it is manually paused by you or Taboola. If you’d like to set a specific end date, selectUntiland choose a date.

Learn more about campaign duration.

Campaign Scheduling

This capability allows you to choose both which days and which hours of specific days you’d like to include or exclude for your campaign.

Learn more about campaign scheduling.

Location

You are able to include or block countries or regions within a specific country. This determines in which locations your campaign items will appear to users.

Learn more location targeting options.

Platform

You are able to target any combination of desktop, smartphone and tablet traffic.

Learn more platform targeting.

Operating System

You are able to include or exclude any combination of operating systems. You are able to choose the OS family, then choose versions within that OS family.

Learn more about operating system targeting.

Block Publishers (optional)

This is where you can block publishers if needed. This is not recommended when setting up a new campaign unless you strongly feel a publisher is not appropriate for your brand.

Learn more about excluding traffic sources.

CPC Bid

CPC, or Cost Per Click, is the amount of money you will pay each time a user clicks on your campaign item. You are not charged unless your campaign item is clicked.

Learn more about setting your CPC.

Spending Limit

This is your budget for your campaign. It is the maximum you are willing to spend within the set timeframe for your campaign, either monthly or for the entire campaign.

There are two Spending Model options you can choose:

Monthly Flight - this means you set a budget per month. The budget you set will reset every month.

Entire Campaign - this means the amount entered is the budget for the whole campaign, and will not reset at any time. The campaign will stop spending on the End Date input or when the budget depletes, whichever happens first.

For example, if you enter $2,000 as your Spending Limit with a Monthly Flight spending model, that campaign will spend no more than $2,000 every month.

If you enter $2,000 as a Spending Limit with an Entire Budget spending model, the campaign will run until the budget is depleted or it reaches the set end date.

Learn more about setting your budget and pacing.

Daily Ad Delivery

This is how your campaign will spend its budget on a daily basis. There are three options:

Balanced - this means your campaign will pace as evenly as possible throughout the month (if Monthly Flight is chosen for Spending Model) or over the course of your campaign (if Entire Campaign is chosen for Spending Model)

Accelerated - this means your campaign will spend its budget as quickly as possible.

Strict - this means you do not want your campaign to exceed a specific amount of spend on a daily basis. If you choose Strict Pacing, you will need to input a daily cap budget. The Daily Cap is the maximum amount you are willing to spend in one day for that campaign.

Learn more about setting your budget and pacing.

Creative Traffic Allocation

This gives you the opportunity to decide how you’d like traffic to be distributed among your campaign items. You have two options:

Optimized - (Recommended option) The traffic distribution for your campaign items will be determined by our algorithm, and your most engaging campaign will get more traffic than others.

Even - The traffic for your campaign will be distributed evenly among your campaign items.

Learn more about setting your budget and pacing.

CPA (Cost Per Action) Goal

This is your CPA goal. In other words, this is how much you are willing to spend on one desired action in your campaign.

Learn more about CPA goal.

Tracking Code

This is where you can add URL parameters to the destination URLs of your campaign items. The URL parameter will be added to every destination URL in your campaign when a user clicks on your campaign item in a Taboola placement. This helps you monitor users’ activity after they’ve clicked your campaign items.

Learn more about adding URL parameters to your campaign.

If you feel your credit card was charged in error, please reach out by email to your local billing team. In your email, please be sure to include the following things:

Your account name

Your company name if different than your account name

The amount charged

The date of the credit card charge you feel was processed in error

Someone from the billing team will review the issue and get back to you as soon as possible.

The Campaign Management page allows you to take full control of what’s happening with your Taboola campaigns.

On the Campaign Management page, you can see all of your campaigns and their settings. You can also create new campaigns and edit existing campaigns from this page.

Adding and Editing Campaign Items

On this page, you will see the following information for each campaign:

Name

Description

More Info

Campaign ID

This is the unique ID of the campaign.

Campaign

This is the name of your campaign that you entered when setting it up. Clicking on the campaign name will take you to the reporting for that specific campaign.

Learn more about reporting for your campaign.

Status

Here is where you see the current status of your campaign. There are eight possible statuses:

Pending - campaign and campaign items are being reviewed by our content review team

Running- campaign is live

Paused - campaign is paused

Depleted - the entire budget for the campaign has been spent

Depleted for Current Month - the budget for the current month has been spent

Pending Start date - the campaign is not live yet and will go live on the start date

Rejected - the campaign cannot run due to policy violations

Expired - the end date has passed

Frozen - the campaign is not live due to billing issues

Terminated - the campaign has been stopped by Taboola. Reach out to [email protected] with any questions.

Learn more about campaign and item status definitions.

Spending Model

Here you will see if your budget is set to spend on a recurring monthly basis or if the budget set is the total budget for the campaign.

There are two Spending Model options:

Monthly Flight - this means you set a budget per month. The budget you set will reset every month.

Entire Campaign - this means the amount entered is the budget for the whole campaign, and will not reset at any time. The campaign will stop spending on the End Date input or when the budget depletes, whichever happens first.

Learn more about setting your budget and pacing.

Spending Limit

This is your budget for your campaign. It is the maximum you are willing to spend within the set timeframe for your campaign, either monthly or for the entire campaign (see above: Spending Model).

For example, if you enter $2,000 as your Spending Limit with a Monthly Flight spending model, that campaign will spend no more than $2,000 every month.

If you enter $2,000 as a Spending Limit with an Entire Budget spending model, the campaign will run until the budget is depleted or it reaches the set end date.

Daily Ad Delivery

This is how your campaign will spend its budget on a daily basis. There are three options:

If you choose Balanced for your Daily Ad Delivery for your campaign, “Balanced” will appear in this column. This means your campaign will pace as evenly as possible throughout the month (if Monthly Flight is chosen for Spending Model) or over the course of your campaign (if Entire Campaign is chosen for Spending Model)

If you choose Accelerated for your Daily Ad Delivery for your campaign, “Accelerated” will appear in this column. This means your campaign will spend its budget as quickly as possible.

If you choose Strict for your Daily Ad Delivery for your campaign, a maximum daily spend amount will appear here. This is the maximum amount your campaign can spend in one day.

Learn more about setting your budget and pacing.

CPC

CPC, or Cost Per Click, is the amount of money you will pay each time a user clicks on your campaign item. You are not charged unless your campaign item is clicked.

Learn more about setting your CPC.

Start and End Dates

This shows the start and end dates of your campaign. If you didn’t set an end date while setting up the campaign, no end date will be shown.

Learn more about campaign duration.

Spent

This is the amount your campaign has spent so far. It will show the current month’s spend if you have chosen Monthly Flight for the Spending Model. It will show the full spend of your campaign to date if you have chosen Entire Budget for the Spending Model.

Quickly Edit Campaign Settings Inline

In addition to getting an overview of what’s happening with your campaigns at any time, the Campaign Management page has several inline controls for you to quickly edit your campaigns. This feature is available for the Spending Model, Spending Limit, Daily Ad Delivery, CPC and End Date fields. To edit, hover over the field click the pencil icon at the right of each field.

You can also play and pause your campaigns in line, using the play/pause button at the end of the campaign row.

Edit all Campaign Settings and Campaign Items

From the Campaign Management page, you can access the campaign edit page where you can edit all of your campaign settings at any time. You can also access the campaign inventory page where you can edit your campaign items at any time.

To access these pages, take the following steps:

Go to the Campaign Management page

Find the campaign you’d like to edit

Click on the pencil button if you’d like to edit campaign settings. To learn more about campaign settings, see About Campaign Settings.

Click on the inventory button if you’d like to edit campaign items. To learn more about editing campaign items, see .

Filtering Your Campaign

You can filter your campaigns by status on the Campaign Management page by using the dropdown at the top.

Searching and Exporting Campaigns

You can search your list of campaigns using the search bar at the top of the campaign list. The search terms input will apply to all visible campaign fields. For example, you can search by Campaign Name or Campaign ID.

You can also export the campaign list to Excel or Google Drive using the button next to the search bar.

When working in Backstage, you can pause, resume or delete items from your campaigns at any time.

To pause, resume or delete items from an existing campaign:

Go to the Campaign Management page.

Find the campaign you’d like to edit, and click on the inventory button. This will take you to the Campaign Inventory page, where all campaign items are stored.

Find the campaign item you’d like to pause, resume or delete and use the buttons at the end of the row for that campaign item.

Click the red X button in order to delete your campaign item.

Click the red pause button in order to pause your campaign item.

Click the green play button inorder to resume your campaign item.

If you wish to pause, resume or delete multiple campaign items at the same time, select the desired campaign items and click the play, pause or delete button at the top of the screen.

Once you have finished your changes, click Finish at the bottom and you will return to the Campaign Management screen.

This article will review the campaign data you are able to see in your campaign reports. You can learn more about what campaign reports are available here.

Most of your campaign data can be found on the Campaign Summary page, which is the first page you’ll see when you log in to Backstage.

here

On the Campaign Summary page, you’ll see the following metrics for any report you pull.

Impressions - The total number of times your campaign items loaded on the page. Each time your campaign item is displayed, it’s counted as one impression.

Viewable Impressions -The total number of times your campaign items are seen by users. Each time your campaign item is on the screen for 1 second (per MRC standards), it’s counted as one impression.

CTR (Clickthrough Rate) - This measures the percentage of users who clicked on your campaign items. CTR is calculated by dividing the number of clicks for your campaign items by the number of impressions for your campaign items.

Viewable CTR (vCTR)-This measures the percentage of users who clicked on the campaign items that were seen by users. Viewable CTR is calculated by dividing the number of clicks for your campaign items by the number of viewable impressions for your campaign items.

Clicks - The total number of clicks your campaign items received.

Average CPC -The average amount you have been charged per click. This is calculated by dividing the total cost of your clicks by the total number of clicks.

CPM (cost per one thousand impressions) - The amount you pay per one thousand impressions of your campaign items. For example, if your CPM is $0.25, it means you have paid $0.25 for every 1,000 impressions of your campaign items.

Viewable CPM (vCPM) -The amount you pay per one thousand viewable impressions of your campaign items. For example, if your Viewable CPM is $0.25, it means you have paid $0.25 for every 1,000 viewable impressions of your campaign items.

Conversion Rate (CVR) - The percentage of visitors from your Taboola campaigns who completed a conversion (purchase, pageview, etc.). Conversion rate is calculated by dividing the number of users who completed a conversion by the number of users who clicked on your campaign items.

Conversions - This is a conversion, defined by the conversion being tracked through Taboola’s conversion tracking code on your site.

Important note!

If you are tracking multiple conversions, they will all be counted under this column.

Important note!

Taboola will attribute conversions based on when the converted user clicked on the campaign item. For example, if a user clicks your campaign item on Tuesday, and then that same user converts on Friday, Backstage will show the conversion under Tuesday’s data. This is important to note as your analytics may track conversions differently, perhaps on the day the conversion was completed.

CPA (Cost Per Action) - This is the amount you pay for each of the conversions you defined - such as a product purchase, pageview or email signup. To calculate a campaign’s average CPA, divide the total amount of money spent by the number of conversions. For example, if you spend $500 and get 10 conversions, your CPA is $500/10 = $50.

You can learn more about CPA here.

Spent - This is the total spend for your campaign for the selected time period.

CPCV (cost per completed view) - Your campaign will be optimized to achieve a CPCV of X, but you'll pay each time your ad is served. This metric is based on Taboola Completion.

Completed Views - All video views that were watched to completion.

About conversion attribution

There are two types of conversion attributions that are reported in Campaign Summary:

Click-through conversions:occurs when a person clicks on your ad and later takes an action on your page within 30 days.

View-through conversions:occurs when a person sees your ad, doesn't click it, but later takes an action on your page within 24 hours of seeing the ad.

Note: view-through conversions are only attributed to viewable impressions, based on the MRC standard definition of 50\% in-view for over one second.

Note: you can configure your conversion attribution settings. Go toConversions -> Pixel Settings to configure.

Learn more about the reports available in Backstage .

Taboola’s credit card billing system authorizes each credit card entered, to confirm that it is valid. This initial charge you might see in your credit card account is actually only a hold on the card. This hold gets released within three days after the authorization.

After the three days, you will see the charge reversed on your credit card statement.

If you have any questions, please reach out to your local billing team.