Paid tools for content promotion: Outbrain vs Taboola

As marketers, we are all aware of the importance of content creation, however, promoting content to the right audiences is also an integral part of the content marketing process that marketers tend to overlook. The 80/20 content rule by Derek Halpern of Social Triggers states that 20% of the time should be on content creation and 80% of the time spent on content promotion.

Content promotion can be done through social media networks, social media management tools, paid content promotion tools, distribution tools, emails and newsletter.  Today we will share with you 2 paid content promotion tools you can use to advertise content on websites across the Internet.

1.    Outbrain

Established in 2006, Outbrain is a content discovery tool which allows your content to be promoted as recommendations on other premium publisher sites to relevant audiences. It is available as self-serve, through Zemanta, and via DSPs like AppNexus and The Trade Desk.

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Outbrain runs on a Cost-per-Click pricing model. You will be charged by the number of clicks each campaign receives based on the CPC you set. For example, if you set the campaign budget to $100 and the CPC to $0.50, you will pay $0.50 for every click until you hit your $100 budget cap. With this CPC, you can receive a maximum of 200 clicks. Once the budget has been hit, your content will no longer be distributed to the network of publisher sites. However, a reader can still click on content that was served prior to the budget being fulfilled. As a result, you may be charged up to 20% more than your budget for clicks delivered during this time. There is a minimum spend of USD$20 a day.

Languages available:

English, French, German, Hebrew, Italian, Japanese, Portuguese, Spanish, Dutch

Publisher sites:

More than 5000 publisher sites. Sampling of the few premium publishers site below




2.    Taboola

 Has similar offerings to Outbrain with a different publisher list. Taboola offers what Outbrain doesn’t which is the ability to promote content on a tablet. You can buy programmatically through The Trade Desk and AppNexus.








Works on a CPC basis with a minimum daily spend of $75.

Languages Available:

Chinese (Simplified), Chinese (Traditional), English, French, German, Hebrew, Japanese, Thai

Publisher Sites:






Both Outbrain and Taboola has different publisher sites so in fact you could use both content promotion tools concurrently.