- Scale of distribution. Some huge properties in the network (partic. Daily Mail group) and a large hinterland of regional and local news sites
- Some high quality placements available such as Bloomberg, BusinessInsider, Huffington Post, CityAM, ThisIsMoney and about a dozen others
- Best for video – originally built for it and still leads the pack
- Well-designed management and reporting interface
- Content gets up and running quickly
- Technically excellent and rapid innovation
- Great people and they take good care of advertisers
Has a higher tolerance for spammy content than its larger more established competitors – both in terms of content it allows to run, and placements where its widgets appear. (That said, some of the newer networks appear much worse in this regard, so it's all relative). Fortunately they report thoroughly on all placements and provide tools to exclude the ones that deliver low CTR or poorer traffic. There are some excellent placements on Taboola, you just have to be relentless if you want to exclude the poor ones.
Be ready for high traffic if your headlines are clickable and your budget is high enough. Be prepared to spend time filtering placements until you get the quality of traffic you're after. Make sure each headline/image combination uses unique tracking parameters so you can discover the sweetspot between what's clickable and what's valuable traffic for you. Finally do stay in touch with the Taboola account managers and support people (they're good in my view) and give feedback (they listen).
Getting distribution for video content; audience insight from seeing who watches what and how engaged they are; quickly testing different image and headline combinations.