Meta Ads vs Taboola:Which is more popular?
In September 2026, Meta Ads had more branded searches than Taboola among retargeting platforms worldwide. Meta Ads had about 823,000 branded searches, while Taboola had 49,500. Meta Ads made up 13.7% of all retargeting platform searches we track, and Taboola accounted for 0.82%. When we asked ChatGPT and Google AI Overviews about retargeting platforms, Meta Ads appeared in all five answers and Taboola in none.
Who do people search for more?
Meta Ads, about 17 searches for every 1 for Taboola
Who does AI mention more?
Meta Ads, mentioned in every answer we collected
Who does AI recommend more?
Meta Ads, the only one of the two named
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Top retargeting platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Meta Ads appeared in all five answers. Taboola did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Google Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Meta Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Criteo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
AdRoll5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
LinkedIn Ads3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Taboola0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
RTB House0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Outbrain0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Perfect Audience0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about retargeting platforms
5 answers
Asked ChatGPT
“Which retargeting platform should I use?”
Asked ChatGPT
“What are the best retargeting platforms?”
Asked ChatGPT
“What's the best retargeting platform for an ad team?”
Searched Google, AI Overview
“retargeting software”
Searched Google, AI Overview
“best retargeting platform”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Meta Ads or Taboola more popular in search?
This chart shows how often people search Google for Meta Ads and Taboola by name. Each line represents a brand's share of searches for all nine retargeting platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Meta Ads, Taboola. The figures are in the table below the chart.
View monthly share of searches table
| Month | Google Ads | Meta Ads | LinkedIn Ads | Taboola | Criteo | RTB House | Outbrain | AdRoll | Perfect Audience |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 84.3% | 11.3% | 1.2% | 1.2% | 1.2% | 0.25% | 0.3% | 0.2% | <0.01% |
| Nov 2025 | 86.5% | 9.5% | 1% | 1.3% | 1% | 0.21% | 0.31% | 0.17% | <0.01% |
| Dec 2025 | 87.1% | 9.5% | 0.86% | 1% | 0.86% | 0.17% | 0.26% | 0.14% | <0.01% |
| Jan 2026 | 85% | 11.3% | 1% | 1% | 1% | 0.2% | 0.25% | 0.17% | <0.01% |
| Feb 2026 | 85% | 11.3% | 1% | 1% | 1% | 0.2% | 0.25% | 0.17% | <0.01% |
| Mar 2026 | 82.7% | 13.5% | 1.2% | 0.99% | 0.99% | 0.2% | 0.24% | 0.17% | <0.01% |
| Apr 2026 | 82.9% | 13.5% | 1% | 1% | 1% | 0.2% | 0.24% | 0.14% | <0.01% |
| May 2026 | 83.1% | 13.6% | 1% | 1% | 0.82% | 0.16% | 0.2% | 0.11% | <0.01% |
| Jun 2026 | 83% | 13.5% | 1% | 1% | 1% | 0.16% | 0.2% | 0.11% | <0.01% |
| Jul 2026 | 83% | 13.5% | 1% | 1% | 1% | 0.16% | 0.2% | 0.11% | <0.01% |
| Aug 2026 | 80.8% | 16.1% | 0.79% | 0.97% | 0.79% | 0.19% | 0.16% | 0.11% | <0.01% |
| Sep 2026 | 83.6% | 13.7% | 0.82% | 0.82% | 0.67% | 0.16% | 0.13% | 0.09% | <0.01% |
How has the Meta Ads and Taboola comparison changed over the last 12 months?
3 findings
- Meta Ads was ahead of Taboola in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Meta Ads’ share of searches among retargeting platforms worldwide moved from 11.3% to 13.7%, and its estimated monthly branded searches moved from 550K to 823K.
- Across the 12 months ending September 2026, Taboola’s share of searches among retargeting platforms worldwide moved from 1.2% to 0.82%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for retargeting platforms worldwide in September 2026?
2 changes
In September 2026, Meta Ads lost share of searches among retargeting platforms worldwide, from 16.1% to 13.7%.
In September 2026, Taboola fell from 3rd to 4th among retargeting platforms worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Meta Ads’ and Taboola’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among retargeting platforms
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