A/B Testing — Simple randomized experiment with two or more variants. The goal of A/B testing is to assess the performance of different options before making a decision. Examples of criteria that publishers can A/B test through Taboola include headlines, thumbnails, recommendation UIs, and web page layouts.

Account ID — This is the unique identifier for your Taboola account. When you are logged into Backstage, it can be found in the URL of the web page address. For example, if your Account ID is 123456, then your URL when logged into Backstage will read: https://backstage.taboola.com/backstage/123456

Ads.txt — Authorized Digital Sellers, an initiative by the IAB to help publishers verify their inventory and insure that advertisers avoid spending money on fraudulent page views or fake domains.

AMP — Accelerated Mobile Pages (AMP) Project, an open-source initiative spearheaded by Google to make web pages load faster on mobile. AMP has become an important component of SEO for publishers.

Attribution — The disclosure text included above or below our recommendations (e.g. “Sponsored by Taboola”). Per Taboola’s display guidelines, all widgets must show the attribution in order to be FCC compliant.

Backstage — Taboola’s recommendations management and analytics dashboard. See: How We Measure Performance.

Bounce Rate — The percentage of users who arrive at a page and leave almost immediately, registering only a single tracked interaction. Although bounce rates are often discussed in the industry, there is a wide variance in how publishers define a “bounce.” For more information, read our blog post on the topic.

Branding Text — The text included below every sponsored recommendation, informing users about the source of the content (e.g. “Microsoft”).

Card — The free-standing units that make up Taboola Feed. Cards can include a range of content, such as videos, article recommendations, third-party units like newsletter sign-ups, and more.

Carousel — A widget user interface that enables users to scroll horizontally to see additional recommendations.

Click — When a user engages with a Taboola recommendation.

CPC — Cost per click. The amount that advertisers pay for every click on one of their Taboola campaign items.

CPM — Cost per thousand. The amount that an advertisers pays for every one thousand impressions of their campaign items. This pricing model is most commonly used for video ads.

Creative — Used by digital marketers to describe the headline, thumbnail, or any other creative elements involved in a given ad campaign.

CTA — Call to action, referring generally to the action that a publisher or advertiser may ask users to take after they scroll down the landing page.

CTR — Click-through rate, or the frequency with which an audience clicks on a particular item. CTR is a percentage measured by total clicks divided by total impressions.

vCTR — Viewable click through rate (vCTR) is calculated by the number of clicks on your sponsored content items divided by the number of viewable impressions.

Dark Social — A catch-all term for ways that users might arrive at a piece of content which are not easily tracked. This could include email, online chats, instant messengers, etc. (It does NOT include Facebook or Twitter).

GDPR — General Data Protection Regulation, a legislation approved by the European Union that gives consumers more control over their personal data and establishes new guidelines for how companies receive consent for data collection activities.

IAB — Interactive Advertising Bureau, an industry organization that conducts research and develops regulations and best practices for ads across the open web.
Impression – A metric that tracks the viewability of a webpage or ad unit. Every time a user loads a web page, it counts as one impression.

KPI — Key Performance Indicator, a common acronym referring to the specific goals or quantifiable measurements that are used to track the success of a campaign or other business initiative.

Organic — Refers to recommended content that comes from the host publisher (e.g. a Bloomberg article recommended to users on Bloomberg.com). See also: Recirculation.

Outstream — Videos that are delivered outside the “stream” of a video player (e.g. pre-roll). Outstream ads are typically served in collapsable units, placed within or below an article, and play without sound until a user chooses to engage.

Page Views — The number of times users have loaded your website. This metric is typically measured in monthly increments.

Performance Advertiser — An advertiser who is looking for users to take a specific action, such an email sign-up or product purchase. These advertisers often pay a premium for highly-targeted audiences, which can provide a boon to publishers’ monetization efforts.

Payoneer — Taboola’s preferred payment partner for publishers. See: Payment Account Set Up.

Read More — A UX feature that shortens the viewable length of an article and raises the visibility of below-article units, encouraging user interaction. For more info, see our help center article on the feature.

Recirculation — When publishers use on-site recommendations to promote their own content to users. For more info, see our help center articles on how to set up recirculation for your site and measure its effectiveness.

Responsive — Refers to websites that are designed with adaptive HTML and CSS that adjust the page design based on the size of a user’s browser window or screen. This is an alternative approach to code that delivers a separate mobile site experience for smaller viewports (e.g. m.bloomberg.com).

Revenue — The amount of money generated by your Taboola recommendations.

RPM — Revenue per 1,000 impressions. Calculated by dividing your Taboola revenue by the number of page views with sponsored content, multiplied by 1,000.

Ad vRPM — Page revenue per 1,000viewable impressions (vRPM). Calculated by dividing your Taboola revenue by the number of viewable page views with sponsored content, multiplied by 1,000.

Scroll Depth — How far someone scrolls down a web page before clicking on something that sends them to another page.

SDK — Software Development Kit, a set of software tools, libraries, samples, and more that technology companies provide to developers to help them create new applications on their platform.

Sponsored Content (SC) — Third-party content that an advertiser pays to promote across Taboola’s network of publisher sites.

Thumbnail — The image that accompanies a headline and together comprise single content recommendation.

Views with Visibility — The number of viewable pages on which we displayed sponsored content.

Visibility Rate — Tracks the percentage of users who loaded your webpage and saw Taboola’s recommendations cross their screen. 

Visit — Every time a user arrives at your site and triggers one or more page views. If someone visits your site three times in one day, they would count as one unique user, but three visitors or visits.

Visit Value — Taboola's analytics report that tracks the performance of various audience referral efforts (e.g. search, social), measuring criteria like effective RPM and views-per-visit so that publishers can optimize their future acquisition budgets accordingly.