Taboola vs Google AdSense: 6 Critical Factors


FI Taboola vs Google AdSense

Online Advertising continues to reach new heights when it comes to website revenue. Online Advertising uses advanced techniques to tailor your user’s experience, which results in a direct response from your targeted user. There are a number of Advertising technologies that have been developed to help offer Ads in a more tailored manner. Since native Advertising may attract roughly 60% more visitors than standard advertising, it is expected to develop at an exponential rate in the future. 

Advertising Tools like Google AdSense and Taboola provide seamless integration of related Ads with excellent content, which has managed to strike a balance between profitability and user satisfaction. Bloggers, Publishers, and Authors consider Google AdSense as one of the most prominent and leading online Advertising networks for their site. But Taboola, one of the oldest and largest native Ad networks, also maintains a significant market share. So, it’s important to understand the factors that determine the Taboola vs Google AdSense decision to select and employ a correct Online Advertising tool to help your products and services reach your target audience.

In this article, you will be introduced to Taboola and Google AdSense. You will understand the critical factors on which Taboola vs Google AdSense can be differentiated. In addition, various challenges associated with Taboola and Google AdSense will also be discussed. So, read along to gain insights and explore Taboola vs Google AdSense.

Table of Contents

Introduction to Taboola

Taboola Logo
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Taboola is one of the world’s major Content discovery and native Advertising platforms used by Publishers and Advertisers. The company, which was founded in 2007, has risen in popularity among Advertisers as a result of its ability to urge readers to read additional articles on the same page or to drive visitors to other sites through referrals, thereby, increasing income.

With advert titles like “Around the Web“, “Recommended For You“, and “Videos You May Like“, Taboola drives visitors to other sites and webpages using a grid of thumbnails, which can be placed at the bottom, top, or side of online news stories. Numerous notable sites, including Bloomberg, BBC, MSN, NBC News, The Weather Channel, and others, display Taboola’s recommendation feeds.

Key Features of Taboola

Taboola has many notable features, that make it so popular. Some of the key features are:

  • Taboola enables businesses to connect with the proper audience, promoting better engagement with the right readers.
  • Businesses can use this solution to publish content on some of the world’s most known websites and to reduce their reliance on social networks.
  • Using Taboola’s reporting capabilities, organizations can analyze the performance of their content in real-time across several digital channels.
  • A business may effectively target its B2C and B2B audiences, and execute different Advertising campaigns for each.
  • To match readers with the type of content they enjoy, Taboola uses an advanced predictive engine that can process inputs from several different sources.

To explore more about Taboola, visit here.

Introduction to Google AdSense

Google AdSense Logo
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Google AdSense is Google’s Ad Network, which makes it easy for everyone interested in internet Advertising to succeed. Websites like yours, which want to make money by selling Ads, are able to establish relationships with businesses that are interested in Advertising using Google AdSense. By partnering with an Ad Network like Google AdSense, you can spend less time Marketing and more time creating the finest content for your users.

Google AdSense offers publishers a means to monetize their online content through Advertising. According to your site’s content and traffic, Google AdSense matches you with adverts that are most relevant to your site. Advertisers, who wish to market their products, generate and pay for the Advertisements, but your earnings will vary since these Advertisers pay varying prices for different Advertising.

Key Features of Google AdSense

Google AdSense is jam-packed with features that make it easy for you to display content that is appropriate for your website. Some of the key features are:

  • You may generate Performance reports, which measure both your earnings and your performance across key engagement measures.
  • You can utilize these insights in your Google AdSense account’s Optimization section. It’s a one-stop shop for enhancing your account’s performance, offering you personalized recommendations and A/B tests to help you make better intelligent decisions.
  • The Google AdSense mobile app offers you an account overview, as well as comprehensive performance reports on all essential indicators. Google AdSense also offers mobile-friendly Ad formats, such as Responsive Ad Units that instantly adjust to changing screen widths or page-level ads.
  • You can block particular types of Advertisements that you do not want to appear so that only products or businesses related to your content can bid on your inventory.
  • You can customize text Ad’s look and feel to match the theme of your website.

To explore more about Google AdSense, refer here.

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Factors that Drive the Taboola vs Google AdSense Decision

Taboola vs Google AdSense
Image Source: Self

Now, that you have a basic understanding of Taboola and Google AdSense, let’s discuss the significant differences between Taboola vs Google AdSense. 

1) Taboola vs Google AdSense: Ad Quality


Taboola Ad Quality
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While Taboola’s Ads are generally of good quality, sponsored content units can often look spammy. Regional Advertisers are a large part of Taboola’s worldwide Advertiser base, which results in a wide diversity of Ads. 

Taboola Feed sends relevant “cards” to users that feature a variety of content formats like Sponsored Articles and Video, Promoted Products and Services, and Third-Party Modules (e.g. newsletter sign-up, local weather forecast).

Google AdSense

Google AdSense Ad Quality
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Google AdSense is a massive network that is accessible from anywhere in the world. It provides users with high-quality Ads on its platform. You can choose from a variety of Ad styles including text and link advertisements. It also contains features like Auto Advertising, which scan web pages and place Advertisements across different spots, which tend to perform better and help publishers generate good money. 

2) Taboola vs Google AdSense: Minimum Traffic Requirement


Taboola needs Publishers to have at least 1 million monthly page views. Publishers will be asked to sign an NDA (Non-Disclosure Agreement) if a minimum traffic level is required after registering. Once all of this is done, the Ad Codes can be set up.

Google AdSense

To become a Publisher with Google AdSense, you do not need a certain amount of traffic limit. One of the network’s only requirements is that the website’s material is of high quality and be updated regularly. All Google-approved languages are accepted by the network. The Google AdSense network has strict rules that websites must follow in order to remain in the network. Neither the network nor any of its members permit sites with pornographic content, violence, racial intolerance, or any other unlawful activities.

3) Taboola vs Google AdSense: Revenue Share Percentage


According to industry standards, Taboola splits 50% of revenue with Publishers, which is a substantial amount.

Google AdSense

Publishers who display Content Ads might get 68 % from Google AdSense. This percentage lowers to 51 % when the search engine platform is the primary destination for Ads. To acknowledge its services given, Google keeps the remainder.

4) Taboola vs Google AdSense: Publisher List


Taboola Ad Example
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Forbes, Bloomberg, NBC, CBS News, Fox News, Business Insider, USA Today, and Republicworld are just a few of the major Publishers on Taboola’s Publisher list. With over 1 million recommended items, Taboola’s marketplace receives 150 billion monthly views.

According to Taboola Case Study, using Taboola, Samsung Life Direct was able to provide over 13,000 insurance quotations in just 6 months. Taboola users had a 21 percent higher conversion rate than users through display network channels.

Google AdSense

Google AdSense Example
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Google AdSense has more than 2 million publishers as customers. Times Network, Mashable, HubPages, and Virool, Inc. are just a handful of the prominent Publishers that use Google AdSense.

5) Taboola vs Google AdSense: CPM and RPM Rates


Taboola CPM rate
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Taboola is a Pay-Per-Click network where Publishers are solely compensated for clicks. The average Cost Per Click (CPC) ranges from 2 to 5 cents. According to traffic quality and geography, the RPM (Revenue per mille) of a Taboola Ad can reach $2 or more. Taboola has a fill rate of over 100%.

Google AdSense

Google Adsense CPM - RPM Rates
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Google AdSense has significant CPM (Cost per mille) charges in the range of $1 to $3. While the typical RPM (Revenue per mille) for specialty websites ranges from $5 to $10, the entire page RPM (Revenue per mille) can reach as high as $30 for competitive niches with high CPC (Cost Per Click). Many Publishers make $30 to $50 per 1000 page views on their website, which is focused on architectural drawing, floor paints, insurance, and more.
As a result, when Google matches an Ad to the needs of the reader on the page, the reader clicks on it, and the blogger is paid for the clicks.

6) Taboola vs Google AdSense: Payouts


Taboola pays you 45 days after the end of the month in which you started using Taboola to make money. For instance, the payment would be made 45 days after the end of the month (in this case, March 15th) if you launched on January 1st. Invoices for the preceding month are normally sent around the 10th of the month.

Payments are processed efficiently and without deductions or transfer fees by Taboola using a variety of payment options throughout the world. If you live in the United States, you will receive your payment using Payoneer. For Indian publishers, their accounts and PAN details must have been validated before payments may be made.

Google AdSense

Google AdSense calculates your earnings for a full month’s worth of time. It takes a few weeks for Google AdSense to analyze your revenue, identify bogus impressions, and then finalize your payment. As a general rule, this evaluation is completed on or before the 20th of the next month. Payouts from Google AdSense are sent out in the last week of each month.

Publishers get paid in a variety of ways, including via cheque, Western Union, EFT, and Rapida. As of now, Google AdSense has a payout threshold of USD 100. Google AdSense also delivers real-time statistics on Ad Clicks.

Challenges of Taboola

Now that you have a good idea about Taboola, it is now important to understand some of the challenges you might encounter while working with Taboola. The challenges of Taboola are:

  • Taboola caters to a wide range of websites so sometimes it can be difficult for news organizations to compete and adhere to their content best practices. Finding out what content performs well on Taboola takes time.
  • You must rely significantly on Taboola’s support team for even the most basic of activities, such as generating tags.
  • To produce decent revenue, you’ll need a lot of traffic because the RPM rates are lower for Taboola.

Challenges of Google AdSense

Now that you have a good idea about Google AdSense, it is now important to understand some of its challenges. The challenges of Google AdSense are:

  • Since you have to earn at least $100 before you can transfer earnings to your bank account, it may take a while to get paid.
  • You have a limited amount of control. The types of Advertising that appear on your site can be modified to some extent by you, but Google has the last word, and they also choose how much you get paid for each click on your site.
  • The connection with Google is one-sided and you’re locked in a loop. Google AdSense users cannot run advertising from any other network on their site while using Google AdSense.


In this article, you gained a basic understanding of Taboola and Google AdSense. You learned about various factors that help to drive Taboola vs Google AdSense decisions. In addition, you also understood various challenges associated with Taboola and Google AdSense. Overall, the Taboola vs Google Adsense choice solely depends on the goal of the company and the resources it has.


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Share your experience of understanding the critical differences between Taboola vs Google Adsense in the comments section below!

Former Research Analyst, Hevo Data

Shubnoor is a Data Analyst with extensive expertise in market research, and crafting marketing strategies for data industry. At Hevo, she specialized in developing connector integrations and product requirement documentation for multiple SaaS sources.

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