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Chumbox

A chumbox is an online advertising widget that presents a grid of thumbnails paired with sensationalized headlines and captions, engineered to provoke clicks and redirect users to external websites, frequently hosting low-quality or misleading content. The format draws its name from the fishing technique of chumming, where bait is scattered to attract prey, reflecting its role in luring internet users through emotional or curiosity-driven impulses. Coined by designer and writer John Mahoney in a 2015 taxonomy published on The Awl, the term highlights the deliberate, lowbrow tactics employed to maximize engagement in a fragmented digital media landscape.^[1]^[2] Emerging in the early 2010s amid declining display ad revenues and rising ad blockers, chumboxes proliferated via native advertising platforms such as Taboola, Outbrain, and MGID, which embed these modules on publisher sites in exchange for fixed payments per thousand impressions or clicks. These providers, serving thousands of outlets including major news organizations, generate billions of monthly recommendations by algorithmically curating content that prioritizes virality over substance, often chaining to affiliate networks of content farms optimized for ad monetization. While enabling publishers to secure predictable income—critical as traditional advertising faltered—the model incentivizes volume over quality, fostering an ecosystem where sensationalism supplants substantive journalism.^[3]^[2] Critics contend that chumboxes erode trust in host publications by juxtaposing credible reporting with grotesque or deceptive lures, such as exaggerated health claims or shock imagery, which empirical research links to diminished perceptions of source credibility among readers. This guilt-by-association effect persists even when ads are labeled, as users infer lower standards from the proximity to tawdry promotions, contributing to broader skepticism toward online media. Despite regulatory scrutiny and mergers among dominant players, the persistence of chumboxes underscores the economic pressures driving publishers to tolerate designs that exploit human psychology for revenue, often at the expense of user experience and informational integrity.^[4]^[3]

Definition and Core Mechanics

Etymology and Conceptual Basis

The term "chumbox" derives from "chum," a fishing practice involving the dispersal of ground fish or other organic matter into water to attract larger fish by stimulating their feeding instincts, combined with "box" to evoke a container of such bait. This etymology reflects the format's design to lure users with low-effort, sensational stimuli akin to scattering bait in chum buckets or chumbuckets used by anglers.^[5]^[3] The term gained prominence through a June 4, 2015, article by web designer John Mahoney in The Awl, titled "A Complete Taxonomy of Internet Chum," which categorized the widget as a grid of thumbnail-based ads exploiting subconscious reflexes for clicks; earlier references exist, including a 2014 tweet by designer Alene Vincent.^[6]^[2] Conceptually, chumboxes operate on principles of attention economics and behavioral exploitation, where arrays of teaser headlines and images create information gaps or emotional hooks—such as promises of shocking revelations or grotesque visuals—to trigger reflexive curiosity and override rational evaluation, mirroring chumming's mass-attraction tactic but applied to human psychology for traffic monetization. This approach prioritizes high click-through rates over informational value, often linking to content farms producing algorithm-optimized, low-substance articles that sustain ad impressions. Empirical data from ad platforms indicate chumbox click rates can exceed 2-5% in optimal placements, far surpassing traditional banners' 0.1-0.5%, due to their integration into editorial flows as "recommended content."^[3]^[7] The format's basis in native advertising incentives publishers to embed these widgets at article bottoms or sidebars, compensating for banner blindness and ad-blocker evasion by blending with site aesthetics while routing revenue through third-party networks that pay per click or view. Critics attribute its persistence to misaligned incentives in digital media economics, where short-term revenue from volume trumps long-term user trust, as evidenced by industry reports showing native ad spend reaching $82 billion globally by 2022, with chumbox-style widgets comprising a significant share.^[2]^[3]

Design Features and Placement

![Example of clickbait adverts in a chumbox][float-right] Chumboxes typically employ a grid layout featuring multiple small thumbnails paired with provocative headlines designed to evoke curiosity or emotional arousal. These thumbnails often display sensational, grotesque, or exaggerated imagery, such as distorted faces or alarming scenarios, while headlines utilize curiosity-gap techniques like "You Won't Believe..." or numbered lists promising shocking revelations. This visual and textual combination prioritizes click maximization over informational value, functioning as a variant of banner advertising optimized for native ad integration.^[6]^[3] Placement of chumboxes is strategically positioned to capture user attention at points of potential disengagement, most commonly at the bottom of article pages below the primary content fold. This location intercepts readers after consuming the main story but before navigating away, capitalizing on residual session time. Alternative placements include sidebars on article or homepage layouts, where they occupy peripheral space without disrupting core reading flow, though bottom-of-page grids remain the predominant format due to their non-intrusive yet persistent visibility.^[6]^[2] These design and placement choices reflect an economic incentive structure, where publishers embed chumboxes to generate supplementary revenue from third-party recommendation networks, often at the expense of user experience quality. Empirical observations from media analyses indicate that such widgets achieve click-through rates significantly higher than traditional display ads, attributed to their psychologically manipulative elements, though they contribute to perceptions of site clutter and reduced trust.^[3]^[2]

Content Strategies Employed

Chumbox content strategies prioritize maximizing click-through rates (CTR) through psychological manipulation rather than informational value. Central to these tactics is the use of clickbait headlines that exploit the curiosity gap, offering tantalizing but incomplete promises of revelation to drive impulsive clicks.^[8] Examples include sensational claims like “Diabetes Is Not From Sweets! Meet the Main Enemy of Diabetes,” which pair misleading premises with urgency to override rational scrutiny.^[3] These headlines often incorporate emotional triggers such as shock, outrage, anxiety, or surprise, leveraging negativity bias and dopamine anticipation to elicit rapid responses.^[9]^[10] Advertisers employ A/B testing extensively to refine elements like headlines, images, and thumbnails, generating multiple variants—such as six headlines paired with six images—and selecting those yielding the highest engagement.^[3] Platforms like Taboola and Outbrain facilitate this optimization, where survival of the "clickiest" variant incentivizes escalating sensationalism.^[11] Visual strategies complement text by using grotesque, puzzling, or incongruent imagery—e.g., eels or testicles alongside benign stock photos—to create cognitive dissonance and "visual puzzles" that halt scrolling and provoke curiosity.^[3] Empirical analyses reveal the effectiveness of these approaches, with chumbox ads achieving higher CTRs than traditional native formats, enabling some publishers to derive up to 30% of revenue from them.^[12] However, a substantial portion involves deception: in one study of over 2,400 ads, 87% of native ads were deemed problematic, predominantly via clickbait and dark patterns, with Taboola serving 61% of such instances.^[13] These tactics, rooted in heuristics like cognitive fluency and fear of missing out (FOMO), systematically favor short-term clicks over long-term credibility, often directing users to low-quality content farms or advertorials.^[14]^[15]

Historical Evolution

Origins in Native Advertising (Early 2010s)

Chumboxes originated as recommendation widgets within the native advertising ecosystem, which gained prominence in the early 2010s as publishers sought alternatives to faltering traditional display advertising amid rising ad blocker usage and banner blindness. These widgets presented grids of thumbnail images paired with provocative headlines, blending sponsored promotions with algorithmic content suggestions to drive clicks without overt disruption to page layouts. Platforms such as Outbrain, founded in 2006 by Yaron Galai and others in Israel, and Taboola, established in 2007 by Adam Singolda, developed the core technology for these content discovery tools, initially focusing on video recommendations before expanding to article links.^[16]^[17] The term "native advertising" itself was coined in 2011 by venture capitalist Fred Wilson during a conference discussion on integrating ads with platform content, reflecting a shift toward formats that mimicked editorial feeds to improve engagement metrics. By 2012, Taboola initiated partnerships with publishers and advertisers, embedding widgets on high-traffic sites to monetize "long-tail" content through performance-based revenue sharing, where publishers received the majority of ad earnings. This model incentivized sensationalism, as click-through rates directly correlated with payouts, leading to the proliferation of chumbox-style ads on news outlets seeking to offset declining programmatic ad revenues.^[18]^[17] Early adoption highlighted the widgets' economic viability; by 2014, Taboola had raised $40 million in funding and achieved profitability, underscoring their role in sustaining publisher traffic amid fragmented audiences. Outbrain similarly expanded, directing ads to thousands of digital properties including major news sites. While these innovations addressed immediate revenue pressures, they prioritized volume over veracity, setting the stage for widespread criticism of low-quality, misleading promotions disguised as recommendations.^[19]^[16]

Peak Adoption and Expansion (Mid-2010s)

In the mid-2010s, chumboxes achieved widespread adoption across online news publishers as a key mechanism for revenue diversification amid falling display ad rates and rising ad-blocking usage. Providers like Taboola and Outbrain scaled rapidly, integrating their recommendation widgets into thousands of sites to capitalize on content discovery needs. By 2015, these widgets had become standard fixtures at the foot of articles, featuring grids of thumbnail images and provocative headlines designed to entice clicks and generate pay-per-click earnings.^[6] Taboola exemplified this expansion, securing major partnerships that underscored the format's economic appeal. In 2015, the company signed a three-year deal with Gannett, estimated to deliver up to $55 million in revenue to the publisher through widget placements. Concurrently, Taboola raised $117 million in venture funding led by Fidelity Investments, elevating its total capital to $157 million and fueling platform enhancements for broader publisher integration. Outbrain similarly grew its footprint, with both firms reporting heightened mobile engagement; Taboola alone saw a 75.5% year-over-year increase in mobile unique click-throughs in 2015, reflecting the shift toward smartphone-driven traffic.^[20]^[21]^[22] This period marked the zenith of chumbox proliferation, with widgets appearing ubiquitously on sites from legacy media outlets like Time Inc. to digital-first platforms, often comprising over 80% ad-driven links in the grids. The expansion was propelled by publishers' incentives to offset traffic losses from social media aggregators, positioning chumboxes as a direct response to programmatic ad inefficiencies. By 2016, even aggregator sites like MSN formalized multi-year pacts with Taboola, while Outbrain maintained ongoing deals, cementing the model's dominance in the native advertising ecosystem before later scrutiny prompted reevaluations.^[23]^[24]

Backlash and Partial Retreat (Late 2010s Onward)

In the late 2010s, chumboxes drew heightened scrutiny for facilitating the dissemination of low-quality, sensationalist content that blurred lines between legitimate journalism and advertising, eroding trust in news outlets. Publishers increasingly recognized the widgets' association with misleading headlines and disinformation as a liability amid broader concerns over fake news proliferation.^[25]^[5] For instance, analyses highlighted how chumbox recommendations legitimized dubious articles from off-site publishers, prompting reader complaints and ad-blocker usage spikes.^[25] This backlash coincided with publishers' strategic shifts toward diversified revenue, including subscriptions, reducing dependence on volatile programmatic ads like chumboxes. The 2019 announcement of a merger between dominant providers Taboola and Outbrain intensified debates, as reduced competition threatened upfront revenue guarantees, leading some outlets to reassess and limit widget placements to preserve site aesthetics and credibility.^[2] Although the deal ultimately collapsed, it underscored economic pressures; subsequent model changes, such as Taboola's pivot from guarantees to revenue shares, strained publisher relationships and contributed to selective retreats.^[26] Into the 2020s, while chumboxes persisted on many mid-tier sites for incremental traffic, premium publishers minimized or eliminated them to align with audience expectations for cleaner experiences, reflecting a partial industry retreat driven by reputational calculus over short-term gains.^[27] Critics noted ongoing issues, including chumbox economics inadvertently bolstering made-for-advertising (MFA) sites, but evolving ad tech scrutiny and user fatigue prompted incremental design tweaks, such as less intrusive placements.^[28]^[3]

Key Providers and Economic Model

Prominent Companies (e.g., Taboola, Outbrain)

Taboola, established in 2007 by Adam Singolda in Israel before relocating its headquarters to New York City, operates as a public company (Nasdaq: TBLA) specializing in content recommendation engines that deliver native advertisements in widget formats on publisher sites.^[29] These widgets, often positioned at the foot of articles, aggregate sponsored headlines optimized for user clicks, forming the core of chumbox implementations across major outlets. As of June 2025, Taboola reported trailing twelve-month revenue of $1.82 billion, reflecting its scale in distributing over 15,000 advertiser campaigns to audiences on thousands of premium publisher partners.^[30] In the first quarter of 2025, revenues reached $427 million, up 3% year-over-year, driven by expanded programmatic capabilities and partnerships with entities like Yahoo.^[31] Outbrain, founded in 2006 in Israel by Yaron Galai and Ori Gutman with U.S. operations centered in New York, similarly functions as a recommendation platform (Nasdaq: OB) that curates and promotes third-party content via algorithmic widgets mimicking editorial feeds.^[32] The company powers chumbox-style ads reaching over 2 billion monthly users across 7,000 publishers, emphasizing data-driven personalization to boost engagement metrics like click-through rates.^[33] Outbrain's trailing twelve-month revenue stood at $0.95 billion as of October 2025, with first-quarter 2025 figures at $286.4 million, including over 100% year-over-year growth in connected TV revenue following its acquisition of Teads.^[34]^[35] Together, Taboola and Outbrain command the majority of the native ad widget market, having pursued a merger valued at $850 million in 2019 that received U.S. Department of Justice approval in 2020 but ultimately collapsed due to regulatory and strategic hurdles.^[36] Their platforms incentivize publishers through revenue-sharing models where earnings derive from advertiser bids per click or impression, often prioritizing sensational thumbnails and headlines to maximize traffic arbitrage. Other notable providers include MGID, which focuses on global low-cost traffic acquisition, and Nativo, emphasizing in-context ad placements for brands seeking less intrusive formats, though none match the duopoly's reach in chumbox deployment.^[37]^[3]

Revenue Generation and Incentives

Chumbox providers such as Taboola and Outbrain primarily generate revenue through a cost-per-click (CPC) model, where advertisers compensate the platforms for user clicks on recommended content links embedded in the widgets. Publishers integrate these widgets into their sites and receive a revenue share from the resulting clicks, typically retaining the majority of the proceeds after the provider deducts its fee. For example, Taboola retained 35.6% of the ad revenue it generated in 2020, distributing the balance to publishers.^[38] This arrangement has enabled platforms to pay publishers approximately $1.6 billion annually as of 2023.^[28] The revenue-sharing mechanism creates strong incentives for both providers and publishers to prioritize content that maximizes click-through rates (CTRs), often favoring sensational or misleading headlines over substantive material. Since earnings scale directly with engagement volume, providers algorithmically promote high-CTR items, which tend to employ hyperbolic language, provocative imagery, and curiosity-gap techniques to entice clicks.^[39] Publishers, in turn, are motivated to host widgets that deliver consistent payouts, with some reporting chumbox contributions exceeding seven figures monthly or up to 30% of total ad revenue, reinforcing reliance on click-optimized recommendations.^[40]^[12] These incentives structurally favor low-effort, high-engagement content over quality journalism, as empirical patterns show chumboxes amplifying made-for-advertising (MFA) sites that exploit similar tactics to siphon ad dollars from legitimate publishers. While providers defend the model as essential for monetizing remnant inventory in a declining display ad market, critics argue it perpetuates a race to the bottom in content standards, with revenue opacity exacerbating arbitrage by low-quality actors.^[28]^[3]

Interplay with Publisher Economics

Chumboxes integrate into publisher economics by allowing sites to monetize underutilized page real estate through revenue-sharing agreements with recommendation platforms, where publishers receive a portion of funds generated from advertiser bids on user clicks or views. Typical splits favor publishers at 50% to 70% of net revenue, with platforms like Taboola retaining the balance after costs; for instance, Taboola took 35.6% of ad-generated revenue in the prior year, directing the majority to host publishers.^[38]^[41]^[42] This performance-based model yields publishers approximately $0.37 per thousand pageviews under average conditions of $0.15–$0.30 cost-per-click and 0.5% click-through rates, offering a hedge against eroding display ad yields from ad blockers and header bidding competition.^[42] In 2023, Taboola and Outbrain disbursed $1.6 billion to publishers for chumbox placements, underscoring the scale of this revenue stream amid broader digital media pressures like audience fragmentation and the shift to walled gardens.^[28] Publishers, facing stagnant or declining programmatic ad rates, adopt chumboxes for their low implementation barriers and ability to capture "remnant" inventory—traffic not premium enough for direct sales—converting passive readership into incremental earnings without upfront content investment.^[39] This dynamic has grown acute for mid-tier outlets, where chumbox income supplements or supplants traditional models, as evidenced by platforms' pivot from fixed guarantees to pure rev-share post-2020 to align incentives with verifiable performance.^[26] The interplay fosters a feedback loop wherein publishers optimize for chumbox metrics—volume of impressions and click-throughs—often by amplifying sensationalism in host content to sustain user dwell time and engagement signals fed back to algorithms.^[28] Economically rational for traffic-dependent sites, this encourages arbitrage: publishers route chumbox referrals to low-production-cost affiliate or aggregated content, where marginal costs approach zero, prioritizing scale over differentiation and exacerbating "made-for-advertising" (MFA) site proliferation.^[43] While providing viability in a market where pure editorial models yield insufficient returns—e.g., many news sites report chumboxes as 10–20% of non-premium revenue—the model risks long-term erosion of site authority, as algorithmic promotion of low-value links dilutes brand trust without corresponding quality controls.^[3]^[36]

Impacts on Media Ecosystem

Influence on Journalistic Practices

Chumboxes have prompted many news publishers to adapt editorial strategies toward maximizing user engagement metrics, as revenue from recommendation widgets like those provided by Taboola and Outbrain depends on click-through rates. Publishers frequently optimize headlines using techniques such as A/B testing, incorporating numbers, questions, and emotional triggers to align with algorithmic preferences, which favor sensational formats over substantive reporting. For instance, research analyzing millions of articles indicates that longer, curiosity-driven headlines perform better in content recommendation systems, influencing newsrooms to prioritize virality.^[44]^[45] This shift has led to an increase in listicles and teaser-style content designed to entice clicks, blurring distinctions between high-quality journalism and advertising-driven output.^[46] The economic incentives of chumboxes, which generate approximately $1.6 billion annually for publishers, have reinforced a performance-based culture in newsrooms, where editorial decisions increasingly incorporate data from engagement tools.^[28] However, this has raised concerns about content quality, as the adjacency of low-credibility recommended links undermines reader trust in adjacent editorial material. Experimental studies demonstrate that exposure to chumbox ads reduces perceptions of message and source credibility, particularly for motivated readers, suggesting a "guilt by association" effect that pressures outlets to either embrace or reject such widgets.^[4] In response to these dynamics, some publishers have curtailed chumbox usage to safeguard journalistic integrity. Slate eliminated them entirely in 2016, while The New Yorker initially limited them to non-serious content before removing them altogether, citing risks to brand reputation from misleading recommendations.^[20] Despite such retreats, the prevalence of these widgets—used by 82% of top news sites as of 2016—continues to shape practices across the industry, fostering a tension between monetization needs and traditional standards of accuracy and depth.^[47]

Effects on Content Quality and Misinformation

Chumboxes, by design, incentivize the promotion of sensationalized headlines and content optimized for clicks rather than factual depth, resulting in a decline in overall content quality across participating publisher sites. Publishers integrate these widgets to generate revenue through pay-per-click models, which reward high-engagement bait over substantive reporting, often leading to the amplification of misleading or superficial articles that prioritize virality.^[3]^[5] This dynamic has been linked to an increase in clickbait, where headlines exaggerate or fabricate premises to lure users, diluting the journalistic standards of host sites.^[48] The mechanism exacerbates misinformation spread by surfacing links to unverified or deceptive sources alongside credible news, blurring distinctions and eroding reader trust in the broader ecosystem. Analysis of chumbox placements reveals frequent promotion of political disinformation, conspiracy theories, and fake news sites, even on reputable outlets, as algorithms favor content that sustains user attention regardless of veracity.^[25]^[49] For instance, during the 2016 U.S. election cycle, widgets from providers like Taboola and Outbrain directed traffic to hoax-laden domains, contributing to the viral dissemination of falsehoods under the guise of recommended reading.^[50] Empirical studies confirm that deceptive ads, including clickbait and misinformation, proliferate via these native advertising formats on news websites, with sensational imagery and tactics designed to mislead.^[48] Exposure to chumbox content also influences perceptions of source credibility, associating high-quality journalism with adjacent low-value material and fostering skepticism toward all linked articles. Research indicates that readers encountering chumbox ads on news pages perceive the primary content as less credible when the widgets feature dubious recommendations, amplifying guilt-by-association effects.^[4] While providers have implemented measures—such as Outbrain's 2014 ban on fake news promotion and Taboola's AI-human hybrid review for harmful content—these efforts have not fully curbed the issue, as low-quality inventory persists due to economic pressures on publishers.^[38]^[51] Consequently, chumboxes contribute to a broader erosion of informational integrity, where misinformation gains legitimacy through proximity to established media brands.^[52]

User Engagement and Behavioral Outcomes

Chumbox widgets, characterized by sensationalized headlines, generate higher click-through rates (CTRs) compared to traditional display advertisements, with in-feed native formats often achieving CTRs of 0.3% to 0.6% or more for compelling content on platforms like Outbrain.^[53] These elevated rates stem from psychological triggers such as curiosity gaps and emotional arousal induced by clickbait phrasing, which prompt initial user interactions including clicks, likes, shares, and comments on associated content.^[54]^[55] However, this engagement is predominantly superficial, as users exposed to such recommendations exhibit heightened arousal and curiosity but frequently encounter content that underdelivers on headline promises, leading to disappointment.^[55] Behaviorally, chumbox exposure correlates with altered user navigation patterns, including increased propensity to pursue low-effort, novelty-driven content over substantive material, fostering habits of rapid scanning and abandonment.^[56] Studies indicate that while clickbait headlines boost immediate attention capture, they contribute to elevated bounce rates and reduced dwell times on landing pages, as users quickly disengage upon realizing the mismatch between expectation and value.^[57] This dynamic erodes long-term retention, with repeated encounters training users toward skepticism of recommendation interfaces and diminished trust in host publications, as chumbox ads create a "guilt by association" effect that taints perceptions of adjacent editorial content's credibility.^[4]^[58] Empirical research on native advertising recognition further reveals that users who identify chumbox-style promotions as advertisements experience attenuated attitudinal persuasion, mitigating deeper behavioral influence but still prompting habitual clicking due to algorithmic reinforcement of sensational preferences.^[59] Over time, this pattern exacerbates selective exposure to misinformation-prone content, as shared clickbait amplifies virality despite low informational yield, while publishers' reliance on volume-driven metrics prioritizes quantity of engagements over quality.^[54]^[39]

Criticisms and Counterarguments

Ethical and Deceptive Practices

Chumboxes frequently utilize clickbait techniques, including sensationalized headlines and thumbnails that exaggerate or misrepresent the linked content to maximize user clicks. For instance, headlines such as "Construction Gone Very Wrong, You Will Cry Laughing" or "Diabetes Is Not From Sweets! Meet the Main Enemy of Diabetes" promise dramatic revelations but often deliver underwhelming slideshows or affiliate-driven promotions.^[5]^[3] These tactics exploit curiosity gaps, leading users to content that fails to fulfill expectations, thereby wasting time and eroding trust in online media.^[48] Such practices are inherently deceptive, as they blur the line between genuine recommendations and advertisements, often without clear disclosure, causing users to perceive substantial portions of web ads as untrustworthy or distasteful.^[58] Ethical concerns arise from the prioritization of revenue over transparency, with providers like Taboola and Outbrain criticized for hosting content that includes fake news, misleading health claims, and hyperpartisan material despite internal guidelines against false or deceptive ads.^[60]^[61] Enforcement remains inconsistent, as evidenced by persistent complaints about bot traffic, fraudulent clicks, and the funding of low-quality made-for-advertising sites that propagate misinformation.^[28] Publishers hosting chumboxes face ethical dilemmas in balancing monetization with journalistic integrity, as these widgets incentivize the promotion of exploitative content that undermines source credibility and contributes to broader distrust in digital information ecosystems.^[4] Studies indicate that exposure to such ads can negatively impact perceptions of adjacent editorial content, associating legitimate news with sensationalism and reducing overall message credibility.^[4] While some providers, like Taboola, have pledged to curb "deceptive ads" and racy imagery, critics argue these efforts fall short, perpetuating a cycle where short-term engagement metrics override long-term user welfare.^[48]

Contributions to Internet "Slop" and Trust Erosion

Chumboxes exacerbate the spread of internet "slop"—low-effort, sensationalized content optimized for algorithmic engagement rather than substantive value—through performance-based payments tied to click-through rates. This economic structure rewards publishers and advertisers for deploying hyperbolic thumbnails and headlines that lure users to pages with minimal journalistic merit, often hosted on made-for-advertising (MFA) sites designed to maximize ad impressions over accuracy. A 2023 analysis estimated that chumbox operators disburse $1.6 billion annually to publishers, yet this revenue stream sustains a parallel ecosystem of low-quality networks that siphon up to $10 billion in traditional display ad dollars from premium outlets.^[28]^[3] The mechanism fosters content proliferation by lowering barriers to entry for slop producers, who exploit chumbox algorithms favoring virality metrics like dwell time and shares, irrespective of factual integrity. Research on deceptive ads, including those amplified via chumbox formats, reveals they frequently direct traffic to misinformation hubs or scam-laden pages, with clickbait comprising a significant portion of promoted links on news-adjacent platforms. This influx dilutes the web's signal-to-noise ratio, as high-volume, low-cost content generation—now augmented by AI tools—outpaces curated material, creating feedback loops where slop trains recommendation systems to prioritize similar output.^[48] Trust erosion stems directly from these dynamics, as users repeatedly encounter bait-and-switch experiences: enticing previews yielding vapid or misleading payloads, which breed cynicism toward all online recommendations. Publishers report chumboxes as "trust-busters," associating legitimate sites with fake-news stigma through adjacency to grotesque, unrelated promotions, thereby undermining reader retention and credibility perceptions. In a 2019 assessment, this blurring of editorial and promotional boundaries was flagged as an existential risk for news organizations amid declining audience faith, with surveys indicating heightened skepticism post-exposure to such widgets. Broader media trust indices, while not isolating chumboxes, correlate their prevalence with generalized wariness of digital content ecosystems.^[5]^[38]

Defenses: Monetization Necessity and Market Realities

In the digital advertising ecosystem, publishers increasingly rely on chumbox widgets from platforms like Taboola and Outbrain to supplement eroding revenues from traditional display ads, which have been undermined by ad blockers, header bidding inefficiencies, and the dominance of walled-garden platforms such as Google and Meta.^[62] These widgets facilitate native advertising that blends with editorial content, evading common ad avoidance behaviors and generating revenue through cost-per-click models shared with publishers, typically at a 50% split.^[41] For instance, publishers can earn around $0.37 per thousand pageviews from Outbrain traffic under standard conditions of $0.15 CPC, 0.50% CTR, and 50% share, providing a scalable alternative to low-yield programmatic auctions.^[42] Industry executives and analysts argue that such mechanisms are not optional but essential for survival, as content recommendation revenue has historically comprised up to 30% of total earnings for participating outlets, enabling sustained operations amid a fragmented attention economy where user engagement metrics directly correlate with financial viability.^[63] Without these tools, smaller or niche publishers—lacking the scale for direct ad sales or premium sponsorships—face closure risks, as evidenced by widespread site consolidations and pivots in the 2010s when display ad RPMs plummeted below $2 in many markets.^[28] Proponents emphasize that chumboxes democratize monetization by leveraging algorithmic recommendations to surface content, compensating for search engine deprioritization of non-SEO-optimized material and allowing publishers to capitalize on passive traffic without heavy investment in distribution infrastructure.^[64] Market realities further underscore this necessity: consumer attention spans average under 10 seconds per session on news sites, compelling publishers to optimize for high click-through rates via attention-grabbing thumbnails and headlines to meet minimum traffic thresholds for advertiser payouts.^[27] In a zero-sum ad market projected to exceed $700 billion globally by 2025 yet skewed toward tech giants capturing over 50% of spend, chumbox economics align incentives toward engagement-driven models, where platforms like Taboola distribute the bulk of proceeds (often 60-65% to publishers) to incentivize participation and sustain ecosystem liquidity.^[65] Critics of chumboxes overlook this causal dynamic, where failure to adapt leads to revenue shortfalls—as seen in cases where publishers disabling widgets reported 20-40% dips in ancillary earnings—prioritizing instead an idealized view detached from publishers' balance-sheet imperatives.^[38]

Recent Developments and Trajectories

Integration with AI Technologies

Taboola, a prominent provider of chumbox-style recommendation widgets, introduced an AI-powered chatbot named DeeperDive in June 2025, marking a shift toward integrating generative AI into its platform.^[66] The tool, initially launched in beta on sites including USA Today and The Independent, allows users to query topics and receive synthesized responses drawn from the publisher's content archive and broader web sources, with embedded contextually relevant advertisements.^[66] This development represents an attempt by Taboola to evolve beyond traditional clickbait thumbnails toward more interactive, query-driven experiences while maintaining ad monetization.^[67] The integration enables publishers to leverage AI for enhanced user retention and revenue, as DeeperDive reportedly boosts engagement by providing personalized, high-intent recommendations without relying solely on sensational headlines.^[68] Taboola positions this as a step to reposition itself as an "AI-forward" company, distancing from its historical association with low-quality traffic-driving tactics.^[67] However, critics note that the chatbot's ad integration risks perpetuating deceptive practices by embedding promotions within ostensibly informational outputs, potentially eroding user trust in AI-mediated content discovery.^[66] Beyond recommendation engines, AI technologies have facilitated the proliferation of machine-generated articles populating sites promoted via chumboxes, exacerbating the ecosystem of low-effort content farms.^[28] By mid-2023, reports indicated that generative AI tools were automating the creation of "slop"—factually dubious or plagiarized text—for made-for-advertising (MFA) domains, which chumbox networks like Taboola and Outbrain amplify through programmatic traffic funnels.^[69] This synergy has enabled such sites to scale output rapidly, with over 200 AI-slop-heavy sports news domains identified by early 2025, often mimicking legitimate outlets to capture ad dollars funneled via chumbox referrals.^[70] Empirical analysis from media researchers highlights how chumbox economics incentivize this AI-driven content dilution, as low production costs allow MFA operators to undercut quality publishers in ad auctions.^[71]

Ongoing Prevalence and Adaptations

Chumboxes persist as a common revenue mechanism for publishers amid declining traditional display advertising, appearing on thousands of websites including major news outlets. As of 2023, platforms like Taboola partnered with 9,000 digital properties, delivering 400 billion content recommendations monthly, while MGID reached 32,000 publishers with 185 billion impressions.^[3] This scale reflects their role in supplementing ad inventory for sites under financial pressure, with some publishers deriving up to 30% of revenue from such native ads.^[12] Providers continue to thrive, as evidenced by Taboola's Q2 2025 revenues of $465.5 million, up 8.7% year-over-year, and Outbrain's trailing 12-month revenue exceeding $1 billion as of mid-2025.^[72]^[73] Adaptations have focused on enhancing engagement and revenue extraction while navigating regulatory and technological shifts. Core tactics, such as curiosity-driven headlines and grotesque thumbnails, remain optimized via A/B testing to boost click-through rates, but widgets are increasingly integrated with site designs under labels like "Around the Web" to reduce user friction.^[39] In response to privacy regulations limiting tracking, some providers emphasize contextual targeting over behavioral data.^[3] Multi-click funnels persist in certain implementations, requiring users to navigate interstitial pages to reach content, thereby inflating monetizable impressions.^[39] Recent evolutions include hybrid formats blending traditional grids with interactive elements, such as Taboola's June 2025 beta launch of the DeeperDive AI chatbot on USA Today, which delivers ad-embedded responses to user queries drawn from publisher content.^[66] These changes aim to sustain viability against ad blockers and user fatigue, though reliance on low-quality traffic sources endures due to the model's simplicity and profitability for cash-strapped media entities.^[3]^[39]

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This gut doctor begs every American to throw out this vegetable now
May 8, 2019 · In 2015, John Mahoney coined the term and wrote a widely cited “taxonomy” of chumbox content for the Awl. The content types he identified ...
[8]
How Does Clickbait Work? - Psychology Today
Sep 6, 2019 · Clickbait is the promise that unbelievable, provocative, or shocking information will be revealed if we just click that link.
[9]
You'll Be Outraged at How Easy It Was to Get You to Click ... - WIRED
Dec 18, 2015 · "Anger, anxiety, humor, excitement, inspiration, surprise—all of these are punchy emotions that clickbait headlines rely on," he says. A growing ...
[10]
Clickbait - The Decision Lab
Rooted in psychological principles like the curiosity gap and negativity bias, clickbait headlines are designed to trigger fast, emotional reactions that bypass ...
[11]
after merger didn't click, what next for Taboola and Outbrain?
Feb 11, 2021 · Historically, 'chumbox' ads were forged by A/B testing. Survival of the clickiest inspired some slimy engagement tricks that the media hosting ...
[12]
[PDF] Lowering the Barrier for Web Advertisement Research at Scale
Apr 3, 2021 · The content within chumboxes is widely regarded as problematic and distasteful, mostly due to how viral content creation companies such as ...
[13]
[PDF] Clickbait and Deceptive Ads on News and Misinformation Websites
Apr 21, 2020 · Comparing ad platforms, we find that Taboola is responsible for serving the majority of problematic ads in our dataset, that Google also serves ...
[14]
The Psychology Behind Clickbait Headlines :: concrete5 - EWM.swiss
Dec 19, 2024 · Clickbait uses curiosity gap, emotional manipulation, FOMO, cognitive fluency, and novelty to create a desire to click.
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Understanding clickbait tactics - Phriendly Phishing
Clickbait uses emotions, curiosity, dopamine, FOMO, and social proof to trigger impulsive reactions and create an information gap, leading to clicks.
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The Clickbait Giant Outbrain Files for an I.P.O. - The New York Times
Jun 29, 2021 · Founded in 2006, Outbrain says it funnels ads to more than 7,000 digital destinations, paying sites like CNN, Der Spiegel and Le Monde ...<|separator|>
[17]
What is Taboola | Our Story
Adam founded Taboola in 2007. Initial partnerships with publishers and advertisers started forming in 2012...
[18]
With Native Advertising, What's Old is New Again | by Nima Wedlake
Mar 4, 2016 · Native advertising's origins. Coined in 2011 at the Online Media, Marketing, and Advertising (OMMA) Conference, evidence of native advertising ...
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You might also like this story about weaponized clickbait - The Verge
Apr 22, 2014 · Taboola, which began as a way of recommending videos and has since expanded into web links, has raised $40 million and says it is profitable.Missing: chumbox | Show results with:chumbox
[20]
Publishers Are Rethinking Those 'Around the Web' Ads
Oct 30, 2016 · Taboola signed a three-year deal with Gannett last year that Mr. Singolda estimated could bring inasmuch as $55 million for the publisher. Time ...
[21]
https://www.wsj.com/articles/DJFVW00120150319eb3jsin6w
[22]
Publishers Win With Outbrain and Mobile Advertisers Win ... - LinkedIn
Jul 17, 2015 · In fact, Taboola grew the amount of mobile unique click-throughs by 75.5% in 2015, while Outbrain only grew the same by 19.3%. A deeper analysis ...
[23]
TIL about Chumboxes, a grid of clickbait articles found on a majority ...
May 20, 2020 · A chumbox or chumbucket is a form of online advertising that uses a grid of thumbnails and captions to drive traffic to other sites and webpages ...Bottom of a news website starterpack - RedditDisgusting "chumbox" ads on websites : r/PetPeeves - RedditMore results from www.reddit.com
[24]
MSN Signs Multi-Year Deal With Taboola - Business Insider
including Outbrain, which will continune its long-running deal to ...
[25]
Taboola's Content Chum Boxes Also Spread Disinformation - VICE
Jan 12, 2021 · Over the years, companies like Taboola, Outbrain, and RevContent have created a cottage industry taking links from “all around the web,” ...
[26]
The Taboola/Outbrain Merger Is Off – Here's Why - AdExchanger
Sep 8, 2020 · It stopped offering publisher guarantees and switched to a revenue share model. This caused Taboola to breach several publisher agreements, ...Missing: usage | Show results with:usage
[27]
It's time for the media to embrace self-service native advertising
they use the chumboxes to ...Missing: widget | Show results with:widget
[28]
Is Chumbox Economics Feeding The Industry's MFA Problem?
Dec 6, 2023 · Publishers' deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.<|separator|>
[29]
Taboola - 2025 Company Profile, Team, Funding & Competitors
Oct 7, 2025 · Taboola was founded in 2007 and raised its 1st funding round within a year of its incorporation. Where is Taboola located? Taboola is ...
[30]
Taboola 2025 Company Profile: Stock Performance & Earnings
When was Taboola founded? Taboola was founded in 2007. ; Where is Taboola headquartered? Taboola is headquartered in New York, NY. ; What is the size of Taboola?
[31]
Taboola Reports Strong Q1 2025 Financial Results
May 7, 2025 · Revenues of $427 million, an increase of 3%. · Gross Profit of $119 million, an increase of 10%. · Operating loss was $6 million, improved from an ...
[32]
Outbrain - Crunchbase Company Profile & Funding
Outbrain is a media company that offers an advertising platform to connect advertisers to open web consumers and provide insights.
[33]
Outbrain's CEO On Its IPO, Ad Quality And Why He Brushes Off The ...
Jun 23, 2021 · Content recommendation platforms are often accused of purveying chumbox advertising. Basically, clickbait. What do you think of that description ...
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Outbrain (OB) - Revenue - Companies Market Cap
Current and historical revenue charts for Outbrain. As of October 2025 Outbrain's TTM revenue is of $0.95 Billion USD.
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Outbrain Announces First Quarter 2025 Results - Teads
Outbrain's Q1 2025 revenue was $286.4M, gross profit $82.7M, and adjusted EBITDA $10.7M. CTV revenue grew over 100% year-over-year.
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Remember the chumbox providers? This is how they look now
that's free! — and then make ...<|separator|>
[37]
9 Top Native Advertising Companies | Built In
Top Native Advertising Companies · Smartly · Sojern · Taboola · Basis Technologies · Outbrain · Nativo · MGID ...
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Chumboxes or Trust-Busters? Taboola and Outbrain - The Diff
Jul 2, 2021 · A common sight on news articles is the unappetizingly-named chumbox, a block of recommended content that ranges from clickbait news to extreme ...Missing: definition | Show results with:definition
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Shocking! Why 'chumbox' ads are bad by design, yet still in business
Jul 28, 2023 · Why 'chumbox' ads are bad by design, yet still in business. One weird trick: trashy headlines and redundant clicks are features, not flaws.Missing: widget | Show results with:widget<|control11|><|separator|>
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Taboola & Outbrain Joining Forces - A Media Operator
Oct 4, 2019 · Outbrain and Taboola launched over a decade ago a year apart from each other in Israel. The original goal, I can only imagine, was to give ...Missing: history | Show results with:history
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Taboola vs Google AdSense: 6 Critical Factors - Learn - Hevo Data
Nov 8, 2024 · According to industry standards, Taboola splits 50% of revenue with Publishers, which is a substantial amount.
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How Much Can Publishers Make from Taboola and Outbrain?
Feb 18, 2014 · How Much Do Outbrain and Taboola Pay Publishers? · $0.15 CPC x 0.50% CTR x 50% revenue share = $0.37 per thousand pageviews to publishers · $0.30 ...
[43]
The "chumbox" MFA problem is not easily solved. | David Kohl
Their content recommendation tiles (or as Ruben calls them, chumboxes) sit at the bottom of publisher pages, sucking unsuspecting consumers into the underworld ...
[44]
100m Articles Analyzed: What You Need To Write The Best Headlines
Nov 4, 2023 · Thus our research findings would tend to support Outbrain's previous research that longer headlines work better when it comes to engagement.<|control11|><|separator|>
[45]
Headline writing research outputs - GitHub Gist
A/B testing is a prevalent method used to optimize headlines for news sites. ... (Outbrain logo - link to homepage). Odd numbers, in particular, outperform ...
[46]
Audience loyalty may not be what we think - Nieman Journalism Lab
Apr 27, 2023 · So, what is the effect of these chumbox aggregators? Ratner and colleagues offer a large-scale analysis of that question, examining nearly ...
[47]
Slate, The New Yorker dump those terrible “Around the Web” links ...
Oct 31, 2016 · A report released last month by the nonprofit ChangeAdvertising.org found that 82 percent of the top 50 news sites “were using 'content ads' ...
[48]
[PDF] Clickbait and Deceptive Ads on News and Misinformation Websites
Deceptive ads include clickbait, misinformation, scams, and malware, often using techniques like distasteful imagery and sensationalism, and are misleading and ...
[49]
Are legitimate news websites spreading fake news with widgets?
Dec 20, 2016 · Are legitimate news websites spreading fake news with widgets? Will Google start penalizing publishers for using Taboola or Outbrain?
[50]
We need to talk about the internet's fake ads problem - WIRED
Mar 27, 2017 · But journalism has never had to cope with Donald Trump before. ... Outbrain and Taboola led to what the researchers deemed to be “clickbait”.
[51]
Addressing Content Quality Concerns With Taboola's CEO
Jul 11, 2023 · Singolda says Taboola uses a combination of AI and human review to weed out harmful content, including misinformation.
[52]
[PDF] The Effects of Native Advertisement on the US News Industry
They may be contributing to what Starbird 1 calls the “disinformation process” that spreads confusing and misleading information and increase the level of ...
[53]
Outbrain vs. Taboola (2024): Which Native Ad Platform Wins?
May 13, 2025 · Outbrain: Generally sees CTRs somewhere between 0.3% and 0.6%. This range can be higher for highly compelling content on premium placements.
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Click me…! The influence of clickbait on user engagement in social ...
Jun 29, 2022 · In addition to its ability to attract users' attention, clickbait can trigger increased user engagement which has become another dimension of ...
[55]
[PDF] Effects of Clickbait Headlines on User Responses
Our results also suggest that clickbait headlines trigger the levels of users' arousal and curiosity, but also create a risk of disappointing potential users as ...
[56]
Psychology of Clickbait: How Media Manipulates Our Attention | Blog
Mar 25, 2024 · By presenting incomplete or intriguing information, clickbait articles create a cognitive dissonance—a gap between what we know and what we want ...
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The Power and Pitfalls of Clickbait in Modern Marketing
Aug 21, 2024 · Clickbait uses sensationalized headlines to drive traffic, but can cause loss of trust and high bounce rates, and may negatively impact SEO.Types Of Clickbait · When Clickbait Works: Case... · When Clickbait Fails...
[58]
What Makes a “Bad” Ad? User Perceptions of Problematic Online ...
We report that users consider a substantial amount of ads on the web today to be clickbait, untrustworthy, or distasteful, including ads for software downloads ...
[59]
Recognizing Native Ads as Advertising: Attitudinal and Behavioral ...
This study assessed consumers' initial reactions to in‐feed native ads appearing as news content. In particular, it focuses on consumers' recognition of ...
[60]
'The underbelly of the internet': How content ad networks fund fake ...
Nov 28, 2016 · It prohibits false or misleading content in its widget, among other guidelines, but doesn't publicize its publisher guidelines. Taboola has a ...
[61]
MGID Blog 》An Open Letter to Taboola and Outbrain
Mar 4, 2022 · ... content recommendation platform. Misleading or false information is always damaging, but in this case there is a human cost to it spreading ...
[62]
Why traditional monetization tactics are costing publishers revenue
Jul 16, 2025 · Static ad formats, untargeted messaging and siloed monetization efforts limit publishers' ability to create meaningful, revenue-driving experiences.
[63]
In a shift, publishers can no longer count on content ... - Digiday
Jan 30, 2018 · ... Taboola have become a crucial source of revenue for many, with Outbrain once saying it accounted for 30 percent of some publishers' revenue.
[64]
Taboola: How 'Content You May Like' Makes Money - Investopedia
Jan 22, 2025 · ... publishers get paid a share of advertising revenue.4 Publishers that use Taboola include sites like Business Insider, MSN, Yahoo!, and USA ...
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#62: Taboola Ad Revenues and MFA Subsidy - Quo Vadis
Dec 8, 2023 · Taboola generated $1.4B in top line revenue on a TTM basis (3Q22 to 3Q23). They pay out 62% in revenue share to publishers which is recorded as traffic ...Missing: percentage | Show results with:percentage
[66]
Taboola's clickbaity chumbox is evolving into an AI chatbot | The Verge
Jun 11, 2025 · In 2023, the company paused its AI-generated sports coverage following backlash from reporters and readers. It also added what appeared to ...Missing: decline | Show results with:decline
[67]
Taboola Debuts Gen AI Search for Publishers | AdTechRadar
Taboola has been working to shed its “chumbox” clickbait reputation and reposition itself as an AI-forward company. This move is another step in that ...
[68]
Taboola's clickbaity chumbox is evolving into an AI chatbot | Medial
Taboola is launching an AI chatbot called "DeeperDive" in beta on USA Today and The Independent. This tool will answer readers' questions with information ...
[69]
Junk websites filled with AI-generated text are pulling in money from ...
Jun 26, 2023 · People are using AI chatbots to fill junk websites with AI-generated text that attracts paying advertisers, according to a new report from the media research ...
[70]
AI Slop Spoofs Popular Sports Sites; News Faces Yet Another Pivot ...
Jan 17, 2025 · DoubleVerify recently exposed more than 200 sports news websites that host a mix of AI-generated slop and content stolen from legit sites.
[71]
How chumboxes led to AI clutter on the internet - LinkedIn
Apr 20, 2025 · Superb analysis - how chumboxes made way for AI slop while everyone just shouts whatever comes to mind - the information superhighway is now ...
[72]
Taboola Reports Strong Q2 2025 Financial Results, Surpassing ...
Aug 6, 2025 · (All comparisons are to the second quarter of 2024 unless otherwise noted.) Revenues of $465.5 million, an increase of 8.7%. Revenues were ...Missing: Outbrain chumbox
[73]
Outbrain 2025 Company Profile: Stock Performance & Earnings
When was Outbrain founded? Outbrain was founded in 2006. ; Where is Outbrain headquartered? Outbrain is headquartered in New York, NY. ; What is the size of ...