Taboola vs Whichit
Taboola vs Whichit, compared side by side on 19 data points: what each one does, how big it is, what it has raised, the tech running each site, and what users report. We score both out of 100 on traction, team and visibility: Taboola is on 66/100 and Whichit on 41/100.
Where each one leads
Taboola
- our overall score: 66/100 against 41/100
- agent readiness: 52/100 against 46/100
- domain rating: 87/100 against 5/100
- headcount: 2,029 against 2
- funding raised: $160M against $1.6M
- LinkedIn following: 176,960 against 405
Whichit
Leads on none of the measures we hold for both companies.
At a glance
| Measure | Taboola | Whichit |
|---|---|---|
| What it is | Taboola is a content discovery and native advertising platform that powers recommendations on premium publisher websites, reaching over 600 million daily active users. | Interactive advertising and marketing solutions to re-engage users and drive voluntary engagement. |
| Category | Marketing, Content, Content Generation, Content Discovery Platform | Marketing, Content, Poll Generation, AdTech |
| Sells toBusiness model | B2B | B2B |
| Offering | Software | Software |
| Founded | 2007 | 2014 |
| Headquarters | New York, United States | Not published |
| Status | Active | Inactive |
Size, funding and growth
| Measure | Taboola | Whichit |
|---|---|---|
| Employees | 2,029 | 2 |
| Headcount growthLast 12 months | +5.7% | Not published |
| Total funding | $160M | $1.6M |
| Latest round | Series E | Seed |
| LinkedIn followers | 176,960 | 405 |
StartupHub scores
Our own 0-100 ratings. They measure company strength and site quality, not which product suits you.
| Measure | Taboola | Whichit |
|---|---|---|
| StartupHub scoreOur 0-100 rating | 66/100 | 41/100 |
| Traction | 60/100 | 36/100 |
| Team | 50/100 | 30/100 |
| Search visibility | 26/100 | 25/100 |
| Quality | 78/100 | 45/100 |
| Agent readinessHow well an AI agent can read and act on the site | D (52/100) | D (46/100) |
| Domain ratingLink authority, 0-100 | 87/100 | 5/100 |
Technology
Detected on each public site, so it reflects the marketing stack as well as the product.
| Measure | Taboola | Whichit |
|---|---|---|
| CMS | WordPress | Squarespace |
| Frameworks | Bootstrap | Not detected |
| Analytics | Not detected | Google Analytics 4 |
What users say
| Measure | Taboola | Whichit |
|---|---|---|
| Reddit sentimentThreads we track | 1 positive, 4 negative across 6 threads | 2 positive, 0 negative across 2 threads |
“To everyone saying Native Ads (Taboola, Outbrain etc.) only buys you s**t traffic. I ran a small experiment because I keep seeing the same claim: “Taboola is just low-quality traffic.” Yes, the budget here is very small. I know. This is not”r/nativeadsgurus
“Join the Whichit Beta Testing!. Whichit is launching a new platform and we would like your feedback! JOIN THE WHICHIT BETA TESTING and gain $50 advertising coupon for Whichit-Google Ads!”r/alphaandbetausers
Taboola vs Whichit: common questions
Which is better, Taboola or Whichit?
On our 0-100 score Taboola rates higher (66/100 against 41/100). The score weights traction, team, visibility and profile completeness, so it reflects company strength rather than which product suits you. We compare the two on 19 data points above: read the rows that match what you are buying for.
How do Taboola and Whichit compare on the numbers?
Taboola leads on our overall score (66/100 against 41/100), agent readiness (52/100 against 46/100), domain rating (87/100 against 5/100), headcount (2,029 against 2), funding raised ($160M against $1.6M), LinkedIn following (176,960 against 405).
What do real users say about Taboola and Whichit?
Taboola: 1 positive and 4 negative mentions across 6 Reddit threads we track, mostly in r/nativeadsgurus. Whichit: 2 positive and 0 negative mentions across 2 Reddit threads we track, mostly in r/alphaandbetausers.
Read the full Taboola review and pricing or the Whichit review and pricing. You can also browse other Taboola alternatives we track.