Google Matched Content Publishers
98,454 websites

Google Matched Content Publishers is free to use

https://adsense.googleblog.com/2015/04/introducing-matched-content.html

Provides recommended content advertisements based on page content.

VS

Taboola
547,891 websites

Taboola offers both free and paid options

http://www.taboola.com/

Taboola is a content marketing platform that provides a web widget to content creators on their website to show "Content You May Like" that includes links to related articles, videos, and slideshows, both from within the site and from other...

Market Share by Top Websites

1 Taboola is leading in Top 10K Sites, Top 100K Sites, Top 1M Sites and The Entire Web.

2 In terms of market share, Google Matched Content Publishers is clearly lagging behind, losing to Taboola in all segments.

Websites Categories

1 Taboola has better usage coverage in more websites categories. Including Arts & Entertainment, Computers Electronics & Technology, News & Media, Adult and 20 other categories.

2 Google Matched Content Publishers hasn't got a lead over Taboola in any websites category.

Geography

1 Taboola is leading in most countries, including United States, Taiwan, France, Russia and 148 other countries.

2 Google Matched Content Publishers is leading in Japan, South Korea, Bangladesh, Nepal and 7 other countries.