Taboola has unveiled Realize+, the next phase of its performance marketing platform Realize, aimed at helping advertisers scale outcomes beyond traditional search and social ecosystems. Positioned as an “agentic system,” Realize+ is designed to independently make and execute campaign decisions in real time, enabling marketers to unlock incremental conversions while minimising manual intervention.
Built on Taboola’s proprietary supply, first-party data, and AI capabilities, Realize enables performance campaigns across a wide network of premium publishers, OEMs, and apps globally.
Realize+ introduces a two-pronged system to enhance campaign performance. Its Decision Engine dynamically reallocates budgets in real time using a new Budget Allocator tool, directing spend toward the highest-performing opportunities. Complementing this, the Element Generator continuously creates and refines ad creatives and targeting strategies, ensuring campaigns remain effective without the need for constant manual updates.
Together, these capabilities aim to replicate the efficiency and automation typically associated with walled gardens, while offering advertisers direct access to premium inventory and improved outcome-driven spending.
In a move to further streamline workflows, Realize is also integrating with Claude through “Claude Skills,” offering advertisers and agencies a conversational interface within the AI platform. The first skill will support campaign setup and optimisation, with additional capabilities expected to roll out in the coming months as part of Taboola’s broader push toward AI-native advertising workflows.
Realize+ has already undergone several months of beta testing, delivering encouraging early results. The company plans to expand into phase two of the beta in Q2, with enhanced models and a broader product roadmap slated for rollout through 2026.
“For years, advertisers have hit a ceiling when trying to scale performance beyond search and social,” said Adam Singolda, CEO and founder of Taboola. “With Realize+, we’re removing that barrier – bringing automation, intelligence, and true performance to the open web so marketers can drive measurable growth at scale. And by launching Realize+ we’re meeting advertisers and agencies where they already work. As the industry shifts toward AI-native media operations, we want Taboola to be the easiest open web platform to plug into any agent, any stack, any workflow.”
He further added, “We’re entering an era where advertising is shifting from manual optimization to fully agentic systems. With Realize+, we’re building intelligent agents that operate continuously on behalf of advertisers – evaluating strategies across thousands of signals, learning from patterns across the entire ecosystem, and making decisions in real time.
Singolda also explained, “If you think about the complexity advertisers face today – hundreds of variables across creative, audience, bidding, and placement – it’s simply not tractable for humans to manage. Agentic AI changes that. It allows us to explore and optimize across that entire space dynamically, not just reactively. What’s powerful about Realize+ is that we’re doing this while maintaining transparency and control, which is something that’s been largely missing in walled garden systems. Advertisers don’t just get outcomes, they understand and guide how those outcomes are achieved.”
“Additionally, as the industry shifts toward AI-native media operations, we want Taboola to be the easiest open web platform to plug into any agent, any stack, and any workflow. I’m excited to make it easier for any agency, big or small, or any advertiser to now operate Realize with full control, or Realize+ with more automation from within their Claude environment,” continued Singolda.
