AdRoll
Taboola
| Feature | AdRoll | Taboola |
|---|---|---|
| Pricing | From $36/mo | Contact sales |
| Free Plan | ✗ No | ✗ No |
| Rating | 4 / 5 | 3.8 / 5 |
| Best For | ecommerce, dtc-brands, small-businesses, shopify-stores | content-marketers, publishers, agencies, brand-awareness-campaigns |
| Founded | 2007 | 2007 |
| Retargeting | ✓ | ✓ |
| Display Ads | ✓ | ✗ |
| Social Ads | ✓ | ✗ |
| Email Marketing | ✓ | ✗ |
| Ai Bidding | ✓ | ✗ |
| Audience Segmentation | ✓ | ✗ |
| Native Ads | ✗ | ✓ |
| Content Recommendations | ✗ | ✓ |
| Audience Targeting | ✗ | ✓ |
| Video Ads | ✗ | ✓ |
| Smart Bidding | ✗ | ✓ |
✓ AdRoll Pros
- Great retargeting
- Cross-channel campaigns
- AI optimization
- Easy Shopify integration
✗ AdRoll Cons
- Minimum spend required
- Learning curve
- Reporting could improve
✓ Taboola Pros
- Massive publisher network
- Good for content marketing
- Lower CPC than social ads
- Broad reach on news sites
✗ Taboola Cons
- Lower conversion rates than search ads
- Brand safety concerns
- Click quality can be low
The Verdict
AdRoll is built for ecommerce and dtc brands, with a focus on retargeting and display-ads. Taboola targets content marketers and publishers and leads with native-ads and content-recommendations.
Taboola uses custom enterprise pricing, while AdRoll starts at $36/mo — a tangible advantage for teams with a fixed budget.
Neither tool offers a free plan, so factor the subscription cost into your decision from the start.
This is a genuinely close comparison. If you can, sign up for both free trials (where available) and run a one-week test with your actual team tasks before deciding.