Table of Contents. Finance Brands and the Current Discovery Landscape 3. Supply Versus Demand 4. Notable Market Trends 5. Device Performance 6

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2 2 Table of Contents Finance Brands and the Current Discovery Landscape 3 MARKET OPPORTUNITY Supply Versus Demand 4 Notable Market Trends 5 CAMPAIGN INSIGHTS Device Performance 6 Device CTR 7 Finance Image Performance Worldwide 8 Top Finance Image Trend by Countryh 9 Top Finance Keyword Performance Worldwide 10 Finance Keyword Performance in the Americas 11 Finance Keyword Performance in EMEA 12 Finance Keyword Performance in APAC 13 USER INSIGHTS Top Hour of Day for Finance Impressions Worldwide 14 Impressions Per Hour of Day by Country 15 Top Hours of the Day for Clicks on Finance Content Worldwide 16 Clicks Per Hours of the Day by Country 17 Top Days of the Week for Clicks for Finance Content Worldwide 18 CTR Per by Country 19 Top Hours of the Day for CTR for Finance Content Worldwide 20 CTR Per Hours of the Day by Country 21

3 3 Finance Brands and the Current Digital Advertising Landscape In the alone, finance marketers are top spenders on digital advertisements, right after the automotive and retail industries, as recently reported by emarketer. More finance advertisers use the Taboola platform than most other verticals, including advertisers such as LendingTree, Coverfox and more. For Taboola, the finance vertical is defined by advertisers in various fields from mortgage lending, to fintech, to banking. For each of the 12 countries analyzed in this report, finance is a top ten vertical. This report explores trends in discovery and native advertising for the finance vertical, arming advertisers with information to better identify opportunities to compete effectively in their space. We explore market opportunity by looking at the supply vs. demand of finance content, campaign insights with device, image and keyword trends, and internet user insights which include the best times of day for finance advertisers to see the highest number of impressions and the most engagement all of which is important for evaluating and optimizing for your goals. Data includes an assessment of market opportunity by country, industry benchmarks on platform type, clicks, impressions, and creative keyword recommendations in 12 countries and opportunities that can be capitalized on through the use of tools like Taboola Backstage, Data Marketplace, Retargeting, Campaign Scheduler, Geotargeting tactics and more. Digital Ad Spending by Industry US, 2018, Billions, Source: emarketer Automotive $10.66 Computing products & consumer electronics $6.28 CPG & consumer products $7.27 Entertainment $4.05 Financial services $10.11 Healthcare & pharma $2.32 Media $4.79 Retail Telecom Travel Other $3.54 $6.78 $9.01 emarketer $18.18

4 MARKET OPPORTUNITY: Supply Versus Demand 4 Supply of Finance Content and Consumer Demand by Country Various countries have different market opportunity for discovery and native advertising. In this report, market opportunity is defined by the relationship between content supply and consumer demand for finance content in each country. The trend in content supply is compared with consumer demand, indicated by click-through-rate (CTR). Countries with low amounts of finance content and a high CTR have a large market opportunity, whereas the alternative scenario means finance marketers may face more competition in the market. Discovery Market Opportunity for the Finance Vertical by Country, 2017 Supply of Finance Content* versus Consumer Demand, 2017 CTR % MARKET OPPORTUNITY SPEND %.13% 10%.11% 25%.11% 10%.10% 20%.10% 16%.10% 12%.10% 4%.10% 10%.08% 12%.08% 9%.07% 34% Market Opportunity Average Worldwide CTR Range.04% 8% *Supply of finance content is indicated by trends in campaign spend on the Taboola platform.

5 MARKET OPPORTUNITY: Notable Market Trends 5 Notable Trends in Market Opportunity by Country Notable Trends in Opportunity for the Finance Vertical by Country, 2017 When analyzing demand, average CTRs for finance content worldwide were between 0.04% and 0.13%. and stood out with the highest average CTR. CTR Rate Bar indicates Spend Taboola predicts great potential in finance content growth in and Thailand. Currently, less than 9% of discovery content in these countries is in the finance vertical, though both boast CTRs similar to, or higher than, the worldwide average. Three countries stood out with the largest supply of finance content in In the, 21% of campaigns were in the finance vertical, along with 25% of campaigns in and 35% in the United Kingdom, the country that has taken the biggest opportunity for finance content to date. While competition in these markets is hot, savvy advertisers can meet the demand in this market easily with the right targeting tactics. SPEND % %.10%.11%.07%.09%.10%.04%

6 CAMPAIGN INSIGHTS: Device Performance 6.16%.13% United Kingdom.09%.14%.16%.14%.25%.11% South Korea.043% Thailand.127% Brazil.28%.10% Mobile, Tablet and Desktop Device Performance by Country Device performance for discovery advertisers is defined by the click-through-rate (CTR).* Worldwide, mobile and tablet devices drive more clicks for finance campaigns than desktop devices, although various countries respond differently. Here, the size of the colored circle correlates to trends in CTR. For example, the US sees the highest CTR on mobile devices, then tablet and desktop devices respectively. *CTR by country is standardized.

7 CAMPAIGN INSIGHTS: Device CTR % 0.13% United Kingdom 0.07% 0.067% 0.08% 0.12% 0.11% 0.12% Mobile, Tablet and Desktop Device CTR by Country 0.12% 0.09% 0.14% 0.14% These country-specific trends provide a benchmark for advertisers looking to allocate spend by device in specific countries % 0.13% 0.16% 0.076% 0.097% 0.10% 0.06% 0.25% 0.17% 0.07% 0.09% 0.11% For example, a finance advertiser in the US running a desktop campaign should test mobile campaigns, as the CTR for mobile is over 40% higher than desktop. Alternatively, a finance advertiser in running desktop and mobile campaigns should test tablet campaigns, as the CTR is over 16% higher for both. Brazil South Korea Thailand Finally, Brazil and are also worth mentioning here, with mobile CTR that are up to three times higher than desktop % 0.16% 0.08% 0.28% 0.042% 0.043% 0.056% 0.127% 0.15% 0.12% 0.03% 0.087%

8 CAMPAIGN INSIGHTS: Finance Image Performance Worldwide Image Performance, CTR, Worldwide The performance of a discovery campaign, indicated here by CTR, often hinges on the images an advertiser chooses for his or her creatives. The best performing campaigns implement the following best practices.* Image trends change week by week. Check out Taboola Trends (trends.taboola.com) for live updates every week. 8 No Animals Black & White No Person +100% ctr +49% ctr +30% ctr Food Text Male +29% ctr +26% ctr +17% ctr Outdoor Location Distance Face Size Graphics +17% ctr +12% ctr +2% ctr *Image Trends pulled from Taboola Trends March 26, 2018

9 CAMPAIGN INSIGHTS: Top Finance Image Trend by Country 9 Text Image Color +289% CTR +100% CTR United Kingdom Image Color United States No Animals Person Subject +100% CTR +100% CTR +122% CTR Color +100% CTR Image Performance by Country Image performance by country often deviates from worldwide trends. For finance advertisers targeting specific geographies, the best performing campaigns implement the following best practices.* No Food +100% CTR *Image Trends pulled from Taboola Trends March 26, 2018

10 CAMPAIGN INSIGHTS: Top Finance Keyword Performance Worldwide Performance for the World s Top Finance Keywords Headlines are another extremely important aspect of campaign performance for all discovery advertisers. The chart indicates performance for the most popular keywords worldwide. Keywords are mapped from left to right by supply, and top to bottom by demand. Market opportunity for these keywords is highest in the top left quadrant, and then the top right, bottom left and bottom right respectively. 10 Most Popular Keywords Worldwide Supply of Keyword* versus Demand for Keyword (Indicated by CTR) HIGHEST OPPORTUNITY Less Supply Auto 376% drivers Insurance 376% claim 202% insurance More Demand (High CTR) *Supply is indicated by the popularity of each keyword in headlines on the Taboola Network. Stocks 102% stocks Home 231% residents 127% home HIGH OPPORTUNITY More Supply (Only Popular in Specific Countries) LOW OPPORTUNITY 55% drivers 26% autoversicherung / car insurance 20% fahrer /driver 59% United Kingdom policy 9% / ביטוח insurance 3.8% claim Earning 26% autoversicherung / car insurance 60% income / הכנסה 30% working / עבודה 22% guadagnare / earn 12% guadagno / I earn Less guadagno / Demand working (Low CTR) Spending 56% pays 51% acheté / buy 42% spent 19% United Kingdom paid 15% pay 3% comprare / buy 50% investire / invest 40% rohstoffpreise / commodity prices 22% investing 15% platinum 12% gold 73% (Popular Worldwide) housing 46% appartements / apartments 25% residents 24% home, homeowners 17% ménages / household 12% LOWEST OPPORTUNITY casa

11 CAMPAIGN INSIGHTS: Finance Keyword Performance in the Americas 11 The graphs below indicate the top ten finance keywords in demand in the Americas by CTR for each country.* Top 10 Finance Keywords by Country, Ranked by CTR Impact* *Data for all countries indicates CTR impact (Average percentage of increase in CTR for titles with that word.) 60% 54.8% drivers 250% 243.8% 231.4% phones residents 50% 20% 202.5% insurance 202.7% costing CLICK-THROUGH-RATE (CTR) IMPACT 40% 30% 20% 23.8% homeowners 23% own 23.9% home CLICK-THROUGH-RATE (CTR) IMPACT 150% 100% 156% interest 102.4% stocks 127.4% home 10% 0% 10% savings 5.6% pays 14.6% pay 8.2% debt 5.4% billion 5.5% industry 50% 0% 41.2% debt 49.5% loans 49.3% deals *Supply is indicated by the popularity of each keyword in headlines on the Taboola Network.

12 CAMPAIGN INSIGHTS: Finance Keyword Performance in EMEA 12 Top 10 Finance Keywords by Country, Ranked by CTR Impact* *Data for all countries indicates CTR impact (Average percentage of increase in CTR for titles with that word.) 150% United Kingdom 60% 140% Brexit 120% 50% 51.4% acheté bought CLICK-THROUGH-RATE (CTR) IMPACT 90% 60% 30% 0% 24.6% thousands 54.8% pension 25.5% refund 22.6% customers 84% directors 58.9% policy 33.3% owned 19.2% paid 23.4% account CLICK-THROUGH-RATE (CTR) IMPACT 40% 30% 20% 10% 17.1% ménages 46.3% appartements household apartments 19.5% prévue expected hausse rise 13.8% banques banks 19.8% réduction reduction 17.9% loi law 19.2% mécani mechanisms 16.7% bénéfic benefit 100% 80% 81.3% macht power 60% 50% 59.8% הכנסה income 600% 500% 530.5% lira Lira currency CLICK-THROUGH-RATE (CTR) IMPACT 60% 40% 20% 0% 34.7% kosten costs 59.5% banken banks 41.1% anziehen attract 26% autoversicherung car insurance 12.5% mittelstand middle class 54% Deutsche German 39.8% rohstoffpreise commodity prices 20% fahrer driver 16.6% zahlen numbers CLICK-THROUGH-RATE (CTR) IMPACT 40% 30% 20% 10% 0% 13.3% מחיר price 4.5% הבנק the bank 34.1% המדינה the state 19.2% מס tax 8.6% ביטוח insurance 29.2% עבודה working 17.1% תחסכו save 5.7% כסף of money 8% שקלים NIS CLICK-THROUGH-RATE (CTR) IMPACT 50% 25% 0% 20.6% cessione cession 10.9% guadagno I earn 49.8% investire invest 11.8% segretaria secretary 22.1% guadagnare earn 2.93% comprare buy 11.7% casa house lavorando working 1.3% gratuita free

13 CAMPAIGN INSIGHTS: Finance Keyword Performance in APAC 13 Top 10 Finance Keywords by Country, Ranked by CTR Impact* *Data for all countries indicates CTR impact (Average percentage of increase in CTR for titles with that word.) 400% 350% 376.3% claim drivers 40% 35% 38.4% money 300% 30% 31.5% balance CLICK-THROUGH-RATE (CTR) IMPACT 250% 200% 277.4% reward CLICK-THROUGH-RATE (CTR) IMPACT 25% 20% 22.4% investing 150% 100% 50% 0% 24.6% residents 80.5% lotto 41.6% spent 72.8% bubble housing 23.2% potential 15% 10% 5% 0% 10.6% check 11.6% gold 4.2% savings 14.7% platinum 7.8% bank 10.8% free

14 USER INSIGHTS: Top Hours of Day for Finance Impressions Worldwide 14 Hours in which Internet Users See the Most and Least Amount of Finance Content The graphs below indicate which hour of the day users see the most finance content worldwide. Most of the exposure to finance content happens during business hours, where the least occurs between 3 AM and 4 AM. Very high High Moderate Low 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 United Kingdom Brazil South Korea Thailand

15 USER INSIGHTS: Impressions Per Hour of Day by Country United Kingdom 15 Thailand deviates from the worldwide pattern, with users being exposed to more finance content in the morning, before the workday begins. This could be tied to device trends, which show mobile devices are much more widely used to consume finance content than desktop devices the preferred device type at the office. Other deviating trends happen across mobile devices in various countries. Where trends change, finance advertisers should adjust their campaigns by time of day using Taboola s Campaign Scheduler. South Korea Brazil Thailand

16 USER INSIGHTS: Top Hours of the Day for Clicks on Finance Content Worldwide The graph indicates which hour of the day users click on the most finance content worldwide. In line with exposure indicated by trends in impressions, more clicks on finance content happen in the middle of the day, while the top time varies by country. 16 Very high High Moderate Low 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 United Kingdom Brazil South Korea Thailand Comparing Clicks on Finance vs. Total

17 USER INSIGHTS: Clicks Per Hour of Day by Country United Kingdom 17 Korea deviates from the worldwide pattern, with a 300% increase in clicks on finance content in the morning, around 9 AM. This engagement happens on desktop devices and then slowly declines until 4 AM. In, where the majority of clicks on finance content happen on mobile devices, the most clicks occur before and after work perhaps during commuting hours. Brazil Thailand

18 USER INSIGHTS: Top Days of the Week for Clicks for Finance Content Worldwide Clicks 150, ,000 90,000 60,000 30, , , ,000 Sunday Monday Tuesday Americas Wednesday EMEA Thursday Friday Saturday 18 The graph indicates which day of the week demand for finance content indicated by clicks, is highest for finance content worldwide. Various countries see more engagement with finance content on the weekends than the weekdays. Clicks 250, , , ,000 50,000 0 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 120,000 APAC 100,000 80,000 Clicks 60,000 40,000 0 Sunday Monday Tuesday Wednesday Thursday Friday Saturday

19 USER INSIGHTS: CTR Per Day of the Week by Country United Kingdom 19 In, the CTR for mobile and tablet devices are fairly similar on the weekends and weekdays, but for desktop devices, CTRs drop dramatically over the weekend. In, the work week happens between Sunday and Thursday, and the weekend from Friday to Saturday. Although the CTR for desktop devices remains the same, the CTR for mobile and tablet devices increases over the weekend. South Korea Brazil Thailand

20 USER INSIGHTS: Top Hours of the Day for CTR for Finance Content Worldwide 20 The graph indicates which hour of the day CTR is highest for finance content worldwide. Various countries see more engagement with finance content during work hours, and the least engagement between the hours of 3 AM and 4 AM. Very high High Moderate Low 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 United Kingdom Brazil South Korea Thailand

21 USER INSIGHTS: CTR Per Hours of the Day by Country United Kingdom 21 The CTR by country varies dramatically by country, but is important for driving campaign clicks. South Korea Brazil Thailand

22 Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L Express and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Tel Aviv, Mexico, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo. Learn more at and on Twitter.