Where Does Taboola Advertise?

Taboola advertises across news and content websites, publisher apps and phone manufacturers' built-in feeds, reaching around 600 million people a day. Here are the publishers, the placements, the devices — and how much control you actually have over where your ads land.

Taboola advertises across a network of news and content websites, mobile apps and phone manufacturers' built-in feeds — reaching around 600 million people a day. Its ads most often appear as "recommended for you" units below articles on publishers such as NBC News, Yahoo, CNBC, BBC, Business Insider and The Independent, and in content feeds built into Samsung and Xiaomi phones. Since 2023, it has also been the exclusive native advertising partner across Yahoo's properties.

So when people ask where does Taboola advertise, the short answer is: almost anywhere you read news on the open web. The longer answer — which placements, which publishers, which devices and what that means for your campaigns — is below.

New to the platform? Start with what Taboola is and how it works.

Taboola's reach at a glance

Which websites show Taboola ads

The Taboola publisher network is weighted toward large news, finance, lifestyle and entertainment sites — the places people spend time reading, which is where content recommendations fit most naturally.

Publishers named in Taboola's own announcements. Partnerships change over time, so treat any list of sites that use Taboola as a snapshot.

In October 2025, Taboola announced expanded partnerships with TIME, Weather Channel Digital, Gannett's USA TODAY Network, Nexstar and Slate as part of its push beyond native advertising, and said it expected to pay over $1.5 billion to publishers and OEMs that year. Its long-standing partners include CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.

Beyond the big names

The headline publishers are only part of the network. Most of the 9,000-plus partner sites are mid-sized and long-tail publishers — regional news, niche lifestyle, entertainment and hobby sites. This long tail supplies a large share of impressions, and it is where placement quality varies most. We cover that below.

Outside the US and UK

Taboola operates internationally. In Japan, for example, its ads run on news portals such as Yahoo! Japan, Nikkei and Asahi Shimbun, where portal-style news reading makes recommendation ads feel less out of place. The mix of publishers — and how native ads are received — differs by market, so what works in one country does not automatically transfer to another.

The Yahoo partnership

The single largest source of Taboola inventory is Yahoo. In January 2023, Yahoo and Taboola closed a 30-year exclusive commercial agreement making Taboola the exclusive native advertising partner for all of Yahoo's digital properties, which reach nearly 900 million monthly users across mail, sports, finance and news.

Two practical consequences of the Taboola Yahoo partnership for advertisers:

• Yahoo Mail, Finance, Sports and News inventory is reachable through Taboola rather than a separate native buy.
• It is also available through the Yahoo DSP, so programmatic buyers can reach the same native inventory from their existing demand-side platform, and Yahoo continues to run some managed native clients directly.

Yahoo Mail in particular is worth noting. It is a different environment from a news article — people are in their inbox, not browsing — and performance there can differ markedly from editorial placements. Worth watching separately in your reporting where the data allows.

Phones, apps and OEM feeds

Not every Taboola impression happens on a website. Taboola also works with phone manufacturers — OEMs — including Samsung and Xiaomi, whose devices include content and news feeds that can carry Taboola recommendations. It also serves ads inside publishers' mobile apps.

OEM and app placements tend to behave differently from desktop article pages. If you run campaigns in mobile-heavy markets, split performance by platform and placement type rather than judging the network as a single average.

The ad placements themselves

Where on the page matters as much as which site. These are the main Taboola ad placements:

The best-known format — below-article recommendations labelled "Recommended for you" or "You may also like" — is what most people picture when they think of Taboola. With Realize, Taboola has expanded beyond these native units into display and other formats across its network, so the same campaign can now appear in more shapes than it once did.

Can you choose where your ads appear?

Partly. You set targeting — country, device, operating system, audience, and optionally contextual categories — and Taboola's algorithm decides placement within those limits. You cannot guarantee a specific publisher on a standard self-serve campaign, but you have real control over where your ads do not appear.

Site blocking is the part most advertisers underuse. Blocking publishers that spend without converting — reviewed weekly — typically does more for performance than any bid change, a pattern we cover in our MGID review and CPC benchmarks.

Placement quality: the honest picture

The premium names are real, but they are not the whole network. A campaign on broad settings will serve across the long tail too, and quality there varies. Industry-wide, research from the ANA has found that made-for-advertising sites — pages built primarily to carry ads — absorb roughly 15% of programmatic spend and 21% of impressions. Native networks are not immune.

How Taboola's reach compares

Note that Outbrain no longer exists as a separate advertiser platform — it merged into Teads, as explained in our Outbrain is now Teads guide. For a fuller comparison of the networks, see Taboola vs Teads vs MGID.

Before you build creative, check the native ad sizes each placement needs.

Getting your ads onto the network

1. Create a Realize account and pass account approval.
2. Set up tracking so the algorithm optimises toward real conversions — our conversion tracking guide covers the pixel and Google Tag Manager.
3. Write creative that clears review — the rules are covered in why native ads get rejected.
4. Budget properly — see how much it costs to advertise on Taboola.
5. Review the site report weekly and block what does not convert.

For official detail on the network, Taboola's own publisher announcements and the Yahoo partnership release are the primary sources.

Publisher partnerships change over time. Publishers listed here are those Taboola has named in its own announcements; reach figures are Taboola's reported numbers current to September 2026.