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Bidder Code taboola Member yes
Prebid.js Adapter yes Prebid Server Adapter yes
Media Types display Multi Format Support will-not-bid
TCF-EU Support yes IAB GVL ID 42
GPP Support some (check with bidder) DSA Support check with bidder
USP/CCPA Support yes COPPA Support yes
Supply Chain Support no Demand Chain Support yes
Safeframes OK yes Supports Deals no
Floors Module Support yes First Party Data Support yes
User IDs none ORTB Blocking Support partial
Privacy Sandbox check with bidder Prebid Server App Support no


  • Supports display format.
  • Supports native format only in the Prebid Sever.
  • Uses OpenRTB standard.


The Taboola Adapter requires setup before beginning. Please contact us at

First Party Data

Publishers can use the ortb2 configuration parameter to provide First Party Data.

OpenRTB Parameters

The following table contains currently supported parameters we parse.

Name Scope Description Example Type
bcat optional List of blocked advertiser categories (IAB) ['IAB1-1'] string array
badv optional Blocked Advertiser Domains [''] string array
wlang optional Allow List of languages for creatives using ISO-639-1-alpha-2 ['fr', 'en'] string array


  • will extract the page,ref,domain if passed within
  • will extract the pageType if passed within the preferred field or

Example configuration:

    ortb2: {
      bcat: ['IAB1-1'],
      badv: [''],
      wlang: ['fr', 'en']

Bid Params

Name Scope Description Example Type
tagId required Tag ID / Unique Placement Name
'Below The Article' String
publisherId required Numeric Publisher ID
(as provided by Taboola)
'1234567' String
pageType optional, recommended Kind of content present in the page 'homepage' String
position optional, recommended Identify the placement position on screen. Possible values: 0 - 7

0 Unknown
1 Above The Fold
2 Locked (i.e., fixed position)
3 Below The Fold
4 Header
5 Footer
6 Sidebar
7 Fullscreen
2 Integer
publisherDomain optional Publisher Domain (server-side adapter only) '' String
bidfloor optional CPM bid floor 0.25 Float
bcat optional List of blocked advertiser categories (IAB) ['IAB1-1'] Array
badv optional Blocked Advertiser Domains '' String Url


  • Preferred to provide the bcat and badv within the first party data (above). When both methods are provided, first party data values will be prioritized.
  • If pageType or publisherDomain provided within the first party data (as explained above), first party data properties will be prioritized.
  • tagId is an identifier for specific ad placement, and should be the same unique tagId per placement/ad unit in all Bid Requests.

Example Ad Unit

 var adUnits = [{
  code: 'your-unit-container-id',
  mediaTypes: {
    banner: {
      sizes: [[300, 250], [300,600]]
  bids: [{
    bidder: 'taboola',
    params: {
      tagId: 'Placement Name',
      publisherId: 'your-publisher-id',
      publisherDomain: '',// Optional (server-side adapter only)
      pageType: 'news',// Optional
      position: 6,// Optional
      bidfloor: 0.25, // Optional - default is null
      bcat: ['IAB1-1'], // Optional - default is []
      badv: ['']  // Optional - default is []

Native - Prebid Server Adapter

Currently, supporting native and multi-format (banner and native mixed) requests in the prebid server adapter only.

"Send All Bids" Ad Server Keys

These are the bidder-specific keys that would be targeted within GAM in a Send-All-Bids scenario. GAM truncates keys to 20 characters.
hb_pb_taboola hb_bidder_taboola hb_adid_taboola
hb_size_taboola hb_source_taboola hb_format_taboola
hb_cache_host_tabool hb_cache_id_taboola hb_uuid_taboola
hb_cache_path_tabool hb_deal_taboola

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