More publishers turn to content-recommendation networks

The “around the web” ads that populate big news sites are not without their detractors, but these ads are growing in number, not waning. Not only that, many publishers are running multiple recommendation engines at the same time.

According to SimilarTech, a company that tracks the technology services that are running on websites, 3,715 of the 100,000 biggest sites used the two most popular content-recommendation engines, Taboola and Outbrain. That’s a 64 percent increase from a year ago.

Outbrain is the market leader, with 4.1 percent market share and Taboola, 3.8 percent, and others like Revcontent, ZergNet and Adblade making up the long tail of the market. Taboola has been growing more aggressively, though. There’s been a 65 percent increase in the number of publishers using Taboola in the past year, compared to 34 percent for Outbrain, according to SimilarTech.

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