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AdSense vs Taboola

Updated on Jun 07, 2020

Google AdSense being one of the most popular and leading online advertising network for bloggers, publishers and authors to consider on their site. But Taboola, one of the oldest and largest native ad networks, enjoys a notable market share and it is a decade old company. Taboola serves over 450 billion recommendations of content, products, and services to over one billion unique online users every month. Taboola is the competitive alternative ad networks to look for. In this article, let us see the comparison between AdSense and Taboola Publishers on the basis of CPM, payouts, RPM and acceptance.

Brief Introduction about the two

Comparing Google AdSense with Taboola
Comparing Google AdSense with Taboola


AdSense is an ad serving application run by internet giant Google. Website owners can enroll in the program to enable text, image, and, more recently, video advertisements on their websites.

These advertisements are administered by Google and generate revenue on either a per-click or per-impression basis. Google not only offers AdSense for product feeds but also allows businesses to display ads in custom search engines in web pages. Furthermore, AdSense allows publishers to earn more money from their RSS feeds with contextually ads and placement-targeted ads and as well from the visitors searches.


Taboola is a high-tech digital advertising company that was founded by Adam Singolda back in 2007 in Tel Aviv, TaboolaIsrael. Taboola serves over 450 billion recommendations of content, products, and services to over one billion unique online users every month. They are considered the world’s leading content discovery platform.

For publishers, Taboola’s native ads provide a valuable alternative to complement your existing display ads. Taboola Publisher helps publishers gain new revenue streams by featuring brands and publisher tools suited for monetization.

Taboola Feed brings the familiar scrolling experience that consumers love on social networks to publishers’ sites across the open web. The streamlined user interface helps publishers engage readers, combat high bounce rates, and boost stagnant RPMs.  

Minimum Traffic Requirement


Adsense does not have any minimum traffic requirements to become a publisher or to post their ads on your page.  You just have to have a blog sit or any other site (either WordPress, Joomla or any other) where you paste the code and try to attract visitors. You must not click on your own ads yourself, however. Google tracks this, and they will ban you if you do this. It is considered a black hat tactic since it is not an honest inquiry into the services being offered in the ad.

Google only requires that you should post frequent and substantial content that is related in some way to the advertisements running on your site. In the past, the authors of the site would decide which ads to run. Now, Google uses its algorithm and finds ads that best fit your site page where the ad is running so that the chances of someone searching for your content will be greater and will coincide with the ad’s content as well.


Taboola requires publishers to have at least 1 million monthly page views. After signing up, the publisher registration will be reviewed and the publisher will be asked to sign an NDA if a minimum traffic threshold is needed. The ad codes are set up once all this is done. It accepts all sites.  

Revenue Share Percentage


One important factor to note is that Google is reliable regarding how much of a cut they get. Publishers always receive 68% of the revenue from AdSense ads no matter how much money you make. If the network is used mainly for search then the publishers get 51%. The rest of the share is kept by Google in recognition of the service provided.


Taboola shares  50% revenue with the publishers, which is quite steep when compared to industry standards.  

Ad Quality


Google AdSense is a giant network which has a reach-ability through the entire globe. It displays advertisements of high quality on its platform for all of the users. They have a number of ad formats which includes display, text, link ads, and native ad formats.

Additionally, the network has features like auto ads which scans the web pages and place ads across locations which tends to perform better (the technology uses machine learning) and help publishers make good revenue. Page level ads also form an integral part of AdSense’s offering and its commitment to help publishers increase ad revenue from mobile traffic.


The ads from Taboola are of high quality; although sponsored content units can sometimes appear spammy. Taboola has a strong regional advertiser base globally which results in great variety in creatives and nature of the ads.

Taboola Feed brings the familiar scrolling experience that consumers love on social networks to publishers’ sites across the open web. The streamlined user interface helps publishers engage readers, combat high bounce rates, and boost stagnant RPMs.

Similar to popular newsfeeds on apps like Facebook or Instagram, Taboola Feed delivers relevant “cards” to users that feature a wide range of content types:

  1. Sponsored articles and video
  2. Promoted products and services
  3. Organic recirculation
  4. Third party modules (e.g. newsletter sign-up, local weather forecast)

Publishers maintain full control over which content types are displayed in their feed, as well as the order and design of the cards. Taboola Feed can also integrate pre-existing below article units, such as Facebook comments or display ads.

Acceptance by the industry


AdSense is used by top publishers around the world like Times Network, Mashable, HubPages, and Virool, Inc to name a few. A large section of digital marketing is done under the banner of this network. 


Taboola has some of the biggest brands like Forbes, Bloomber, NBC, CBS News, Fox News, Business Insider, USA Today, Republicworld on its publisher list.

CPM and RPM Rates


AdSense offers high CPM (Cost per mille) rates in the range of USD 1 to 3. The average RPM for niche websites lie in between USD 5 to 10 and for competitive niches with high CPC (Cost Per Click), the overall page RPM (Revenue per Mille) can go as high as $30. Lot of publishers making USD 30 to USD 50 per 1000 page views on their website which are targeted towards architectural drawing, floor paints, insurance, and more. 

In its simplest form, when Google matches an ad to the needs of the reader on the page, that person clicks the ad and the blogger gets paid.

And some ads pay more money than others, right? Well not really. Some keywords create higher paying ads is a more succinct way to say it. Or some ad sizes create higher paying ads. . . The blog post topic and the ad size dictate if the ad will be high paying or low-paying. The ad position and layout of the page determine if anyone will click them.

An Illustration to show estimated earnings from Adsense
An Illustration to show estimated earnings from Adsense


Taboola is a PPC network where publishers only get paid for clicks. Average CPC varies from 2 cents to 5 cents but is usually low for Asian traffic. The RPM of a Taboola ad can up to $2 and more depending on the traffic quality and location. Taboola has a fill rate of almost 100%. Additionally, if you’ve traffic from US, Taboola video ads can get you additional revenue from it. 

An Illustration to show estimated earnings from Taboola
An Illustration to show estimated earnings from Taboola



AdSense calculates your income for the period of a full month. After the month ends, AdSense takes a few weeks to review your earnings and identify false impressions and clicks before finalizing the payment. This review is normally done by the 20th of the succeeding month. Google AdSense sends payments in the last week of the following month.

In a nutshell, this is a typical payment timeline, which begins the month after you generated your revenue.

3rd of the monthearnings are finalized, revenue for invalid clicks is reduced
20thlast chance to make changes to your payment method
21st – 26ththe payment will be sent by AdSense, changes are no longer possible
27th two months laterearnings are finalized, revenue for invalid clicks is reduced

Timelines could shift depending on the timezone you are in or if the day a specific action is taken falls on a weekend or bank holiday.

The payment itself may take some time, depending on the payment method. Here are some methods and the time they take until the money reaches you:

Checks by mail1-2 weeks
Wire transfer15 days
EFT payments / bank transfer7 business days
Western Union Quick Cashyou have 60 days to pick it up
Rapida payments15 days

What is a payment threshold?

A payment threshold is the minimal amount of earnings you need to gather in a row of months before getting paid. As you can see in the sample payment schedule below, you won’t get paid for the month you earned only $40, but when you earned $90 the next month you earned a total of $130 and are eligible to get paid by AdSense in the succeeding month.

The payment threshold is different by currency. Here are some sample values:

U.S. Dollar$100
British Pound£60
Australian DollarA$100

The payment threshold is probably the most important for you, but there are three other types of thresholds for earnings connected with actions in AdSense:

  1. Address verification threshold
  2. Payment method selection threshold
  3. Cancellation threshold

You can review the detailed list of thresholds, but as a rough orientation the threshold for all of them is the equivalent amount of $10 or €10.


Taboola issues payment 45 days after the end of the month that you launched with Taboola. For example, if you launched on January 1st, payment would be issued 45 days after the end of the month—in this case March 15th. Invoices are usually sent around the 10th of each month for the previous month.

Taboola uses various payment methods around the world to ensure that revenues are processed efficiently and without any deductions or transfer fees. The payment comes as a direct deposit through Payoneer though there are exceptions based on your geographic location.  For Indian publishers, their accounts and PAN details must have been verified to receive payments.

Pros and Cons



  1. It’s free for publishers; Google takes a percentage of what advertisers pay to run their ads on your site.
  2. It’s user-friendly. Even if you aren’t especially tech-savvy, the AdSense system is simple and intuitive.
  3. It’s customize-able. You get to choose your ad styles and sizes and where they’ll go on your site. You can even select the colors in the ad to match your site’s design.
  4. It’s scale-able. With one account, you can place ads on multiple sites.
  5. It’s effective. Earning money with AdSense is easy, provided you have quality content and established traffic.


  1. It can take a while to get paid, since you must earn at least $100 before you can transfer earnings to your bank account.
  2. Your control is limited. You have some influence over what kinds of ads run on your site, but Google has the final say, and they also determine how much you get paid per click.
  3. You’re stuck in a monogamous relationship with Google. As long as you’re using AdSense, you can’t run ads from any other network on your site.
  4. Your account is in Google’s hands. If they suspect click fraud or any other nefarious activity on your site, they can remove your ads or close your AdSense account completely.



  1. Taboola provides you an additional source of revenue. The end of the article is a place where the reader has got the answer to his query and now, is ready to consume another piece of content. In such a situation Taboola provides an appropriate solution.
  2. Publisher’s link in the feed helps in circulating traffic which provides an opportunity to display more ads to the user.
  3. Publishers can acquire traffic from premium sites like MSN, CNBC, USA Today to build their audience. However, CAC (Cost of Acquisition) varies based on the placements. Premium publishers tend to command higher prices than the mid-sized or long-tail sites. 
  4. Fastest support enables you to work smoothly.
  5. Taboola does not have any minimum payout limit, you will get all of your payment on the 45 net basis.


  1. Since Taboola caters to all kind of websites, it is sometimes hard for news media to compete and follow their content best practice. It takes a while to have a grasp on what kind of contents perform well on Taboola.
  2. You have to rely heavily on Taboola’s support team as even the basic tasks like generating the tags require you to contact your account manager and then the tag will be shared with you.
  3. The RPM rates are generally lower and therefore you need to have a substantial amount of traffic to generate decent revenue.


From this comparative discussion of AdSense vs Taboola, we can say that Google AdSense is very popular among publishers and good option for Ad revenue. But Taboola also being the popular native ad space among many advertisers, publishers would tap on this great at producing high-quality, international reach, and volumes of data and revenue. And the most important thing you should know is that where content is King, native ads are the crown jewels! In the year 2020, Taboola can be used as an alternative to the AdSense of blog or websites. Do try out these two ad networks on your site and let us know your experience.