Today, we’re focusing on Taboola, a leading name in native advertising, especially for those in the financial sector. Recent developments have made Taboola an even more attractive option, but it comes with its own set of challenges.

Taboola’s growing influence

Taboola has recently made headlines by striking a significant deal with Apple (AAPL) to integrate native advertising into Apple News and Apple Stocks apps. This partnership not only validates Taboola’s business model but also opens up new avenues for advertisers. According to Axios, this move underscores Taboola’s growing influence in the native advertising space. Additionally, Yahoo has handed over all its native advertising to Taboola, further solidifying its position as a key player in the industry.

The challenge of advertising on Taboola

However, Taboola isn’t just any advertising network; it’s one of the most selective platforms out there. The network is extremely picky about the sites they accept, and if you think you can outsmart them with deceptive practices, your chances of failure are a staggering 98%. Taboola employs sophisticated AI to detect fraudulent activities, and their programmers rigorously monitor accounts for at least a year to ensure compliance.

Why publishers still need Taboola

Despite the challenges, many publishers find themselves turning to Taboola out of necessity. With declining social and Google referrals—set to drop further due to changes like SGE—and the rise of ad blockers, publishers are in a tough spot. The disappearing use of cookies is also threatening programmatic retargeting revenue. While many publishers might not love Taboola or its competitor Outbrain, the financial realities of conversion rate optimization (CRO) drive them to these platforms.

Taboola and financial apps

Interestingly, despite its high standards, Taboola does allow advertising in the financial sector more frequently than in others. If you’re promoting a finance-related application, your chances of getting approved on Taboola are significantly higher. This makes Taboola a compelling choice for advertisers in the financial vertical.

Case study: financial app advertising on Taboola

Consider an example of a financial application from the Apple Store that successfully ran ads on Taboola. The app targeted key GEOs including Canada, Australia, the USA, Brazil, and Portugal. Here’s a snapshot of the data you can expect from such campaigns:

An example of an application from the Apple store that was allowed to advertise in Taboola

Data you can get

GEO statistics screen

Ads statistics screen

These statistics provide a clear picture of the potential impact of native advertising on Taboola, especially within the financial sector.

Conclusion

Taboola offers a powerful platform for native advertising, particularly for financial applications. While the network’s stringent policies and high standards may seem daunting, the rewards can be substantial, especially given recent developments like the partnership with Apple and the full adoption by Yahoo.

For those in the financial sector, Taboola provides a unique opportunity to reach a high-quality audience in key markets around the world. However, it’s crucial to approach this platform with a clear understanding of its demands and expectations. If you’re ready to navigate these challenges, Taboola could be the key to unlocking significant growth for your financial application.

To explore more about Taboola and its role in native advertising, check out our detailed review on the ScroogeFrog blog here.