AI, man. It’s what’s for dinner.
Taboola, the content recommendation player, today announced that its Maximize Conversions AI tech, which debuted in late 2023, is now available to all advertisers.
Why This Matters:
Like most adtech AI, Maximize Conversions isn’t necessarily “sexy” AI —- but it does drive a lot of value on the backend.
Instead of manually setting and adjusting CPCs, advertisers simply set their budget, and the algorithm dynamically adjusts bids in real-time to maximize conversion volume within that spend. Ultimately, this saves you time by not having to manually adjust bids, it (hopefully) drives more conversions for your budget, and you don’t have to be an expert in setting optimal CPC bids. It seems similar to Google Ads’ Target CPA but tailored for Taboola.
Now, per its press release, Taboola is widening access to Maximize Conversions by removing previous restrictions on campaign setup and conversion tracking requirements. This should give more advertisers access the tech.
Taboola says “thousands” of advertisers, including Hyundai, have already used Maximize Conversions, and “thousands of additional” advertisers will get to with the update. The company also revealed the connection between Maximize Conversions and performance, sharing that “many [users] achieved [a] 110% increase in conversions for their campaigns.”
Experts React:
“We’re continuing to make it easier for advertisers to succeed on Taboola,” says Taboola CEO and Founder Adam Singolda. “The massive adoption we’re seeing from Max Conversions makes it clear that advertisers like the tech, and most importantly it works for driving results for performance campaigns. We’re seeing 70% of advertisers use it, and keep using it.”
Our Take:
Maximize Conversions is part of a wider AI push by Taboola who has also launched Taboola for Audience, an AI tech that helps publishers navigate search and social traffic volatility due to Gen AI. (AI that fights AI is hot.)
Not AI-related but the company also announced a pretty buzzy native deal with Apple last month.
