For most ecommerce and app advertisers, Meta and Google are where the budget starts. They are also where competition is highest, and when costs rise the usual response is to work harder on creative and targeting inside the same two platforms. Another option is to add channels that reach people in different places, with different auctions. This guide covers five worth considering and how to decide which, if any, fits your business.

1. Taboola: native ads on publisher sites

Taboola is a native advertising company founded in 2007 and listed on Nasdaq since 2021. Its ads appear as content recommendations on news and lifestyle publishers, including Yahoo, where Taboola is the exclusive native advertising partner. Advertisers buy through Realize, Taboola's performance platform, mostly on a cost-per-click basis with conversion-based bidding such as Maximize Conversions and Target CPA. Taboola says Realize reaches about 600 million daily active users.

The logic is the reverse of search: instead of waiting for someone to look for your product, Taboola puts it in front of readers who are likely to be interested based on what they read. It suits products that benefit from a short story before the sale and advertisers who want volume in the US, Europe and other large markets outside social feeds.

Good for: DTC ecommerce, lead generation, content-led funnels, app installs. Watch out for: creative fatigue and strict rules on advertorial disclosure and claims.

2. NAVER: the default search engine in South Korea

South Korea is one of the few major markets where Google is not the main search engine. According to market research firm InternetTrend, NAVER held about 63% of Korean search in 2025, against about 30% for Google. NAVER also runs a large portal with shopping, news, blogs and community services. Its advertising includes search ads and display ads across these properties.

Good for: brands entering Korea, especially in beauty, fashion, electronics and education. Watch out for: Korean-language creative and landing pages are essential, and local payment and customer service expectations are high.

3. Yandex: search and display in Russian-speaking markets

Yandex is the leading search engine in Russia and is widely used in several neighboring Russian-speaking markets. Its advertising system covers search, display, video and app ads, with targeting and analytics similar in scope to the larger Western platforms.

Good for: businesses legally able to serve Russian-speaking audiences. Watch out for: sanctions, payment restrictions and compliance requirements change frequently. Check carefully with legal and payment providers before opening an account.

4. PropellerAds: push, pop and in-page formats at scale

PropellerAds is a self-serve ad network known for high-volume formats: push notifications, in-page push, interstitials and OnClick (popunder) ads, on desktop and mobile. It can deliver large volumes of low-cost traffic, particularly in emerging markets across Asia, Latin America and Africa.

Good for: app installs, sweepstakes-style lead generation and offers that convert on simple landing pages. Watch out for: traffic quality varies widely by source, so strict conversion tracking and source-level optimization are essential. These formats are rarely the right fit for premium brands.

5. Telegram Ads: sponsored messages in public channels

Telegram's official ad platform shows short sponsored messages inside large public channels, targeted by channel and topic rather than by personal data. Ads are brief and typically link to a Telegram channel or bot, which makes the channel itself the place where you convert readers. Advertisers can also buy posts directly from channel owners.

Good for: communities, media and B2B audiences that already live on Telegram, such as marketers, developers and traders. Watch out for: limited targeting and creative space. Everything you promote must comply with Telegram's ad policies and the laws of each target market; treat any claim that a platform allows otherwise-restricted products with caution.

How to choose

  • Start from your market. If you are entering Korea or Russian-speaking markets, NAVER or Yandex may matter more than any Western platform.
  • Match the format to the offer. Story-driven products fit native ads; simple, impulse offers can work on push and pop formats; community offers fit Telegram.
  • Test one new channel at a time with the same offer and landing page you already know converts, so results reflect the channel.
  • Judge on cost per acquisition and customer quality, not on cheap clicks.

For most ecommerce brands already running Meta and Google, Taboola is the most natural next channel because it reaches large audiences in the same markets. Our Taboola cold start guide covers how to launch it.

Quick Checklist

  • List the markets you sell in and check which platforms lead in each.
  • Choose one new channel to test, not several at once.
  • Reuse an offer and landing page that already converts on Meta or Google.
  • Install conversion tracking on the new channel before launch.
  • Localize creative and landing pages for non-English markets.
  • Check legal, sanctions and payment requirements for each market.
  • Compare channels on cost per acquisition and refund or lead quality.

Common Mistakes to Avoid

  • Choosing a platform because its clicks are cheap, without tracking what they convert into.
  • Running English creative in Korean or Russian-speaking markets.
  • Testing several new channels at once and being unable to tell which one worked.
  • Assuming a looser review process means anything is allowed.
  • Dropping Meta or Google entirely instead of adding channels incrementally.

Frequently Asked Questions

What is the best alternative to Facebook ads for ecommerce?

For most ecommerce brands in the US and Europe, native advertising on Taboola is the most scalable addition, because it reaches large audiences outside social feeds with conversion-based bidding. The right choice still depends on your market and product.

Is Taboola cheaper than Google Ads?

Clicks are often cheaper, but the traffic is lower intent, so cost per acquisition is what matters. See our Taboola vs Google Ads comparison.

Can I open accounts on these platforms through an agency?

Yes, several of these platforms work with agency partners. RichMobo supports Taboola, MediaGo, Meta, Google and TikTok accounts; see our Taboola ad account service or contact us about other platforms.