Taboola, the global leader in performance advertising, announced the launch of its latest technology platform, Realize, on February 27, 2025. This innovative platform aims to transform the native advertising industry by providing comprehensive performance marketing solutions. By leveraging unique data and AI technology, Realize promises to deliver results beyond traditional search and social media marketing.
For over a decade, Taboola has pioneered native advertising, traditionally focused on end-of-article ad placements. With Realize, the company is seeking to move beyond conventional services, launching the first industry platform dedicated to performance advertising. This aims to empower marketers to achieve measurable performance targets without relying solely on broad marketing strategies.
According to Taboola’s estimates, advertisers lose more than $25 billion annually attempting to achieve performance results through various automated advertising platforms (DSPs) and proprietary solutions. Many of these options lack the necessary performance expertise or sufficient volume of data to meet advertisers’ objectives. Interestingly, it has been observed recently where DSP providers predominantly focus on video and connected TV (CTV) advertising, which are effective for brand awareness but not necessarily for direct performance gains.
Taboola has identified around $30 billion of advertising budgets currently facing diminished returns on social media platforms. Alarmingly, 75% of performance-focused advertisers engaging on these social mediums report lower returns on investment and are actively searching for new solutions. Issues like audience saturation, rising costs, and ad fatigue are significant barriers.
Realize serves as the only platform providing superior performance compared to traditional search and social media advertising, presenting measurable results to advertisers. Its unique characteristics include leveraging first-party data and state-of-the-art AI technology, allowing advertisers to create more impactful result-driven campaigns across Taboola’s trusted global media network.
The advancements offered by the Realize platform include:
- New media advertising network: Marketers can now display display ads and various other formats across Taboola’s expansive network of content providers, applications, and manufacturers, including leading organizations like Thai Rath, Bangkok Post, NBC News, Yahoo, Xiaomi, and Samsung. This access enables advertisers to break away from conventional native advertising limitations and connect with target audiences effectively worldwide.
- AI-powered insights: Realize utilizes specialized performance AI technologies to identify optimal timing for advertising campaigns on trusted media networks and applications. This AI-supported approach offers more insights than other open web platforms, allowing for improved ad positioning and performance outcomes.
- Creative freedom: Advertisers can start effectively using existing creative assets, significantly improving customer acquisition without needing to create new ads. This ability to convert existing materials enhances ad effectiveness across premium placements of leading content providers instantly.
Adam Singolda, founder and CEO of Taboola, expressed, "Every business should have the opportunity to grow and succeed... Until now, performance advertising beyond search and social media has been complex and frustrating. Advertisers have relied on these platforms due to the absence of viable alternatives. Investing in DSPs and CTV might suffice for brand creation but doesn't cater to direct performance enhancement... We regard this launch as our "Amazon moment." Having seen success with Native Ads over the years, it’s time to expand and conquer the performance advertising market comprehensively."
Industry partners have shown excitement about Realize's potential. Julie Hansen, CRO and US CEO of Babbel, commented, "The Realize platform significantly extends our capacity for successful performance marketing. We anticipate substantial growth potential for reaching customers through Taboola's trusted global media network." Similarly, Nir Shmulevich, CMO of eToro, added, "Taboola has always been key for eToro, and we look forward to enhancing our customer acquisition goals with the Realize platform."
Jeff Ratner, President of Media, Data, and Analytics at Quigley-Simpson, praised their consistent performance, stating, "Over the years working with Taboola, we have seen their ability to deliver substantial ROI on our campaigns. The Realize system demonstrates the potential to combine the best features within one platform, enhancing performance and ad reach substantially."
Justin Chase, EVP of Media at Eversana, shared his enthusiasm, "We are incredibly excited about using Taboola's Realize platform to generate comprehensive campaigns yielding tangible outcomes immediately. The AI technology will allow us to harmoniously blend engagement and audience scaling with tangible results."
The announcement of Realize marks a pivotal moment for Taboola and the performance advertising sector. With the potential to redefine traditional advertising frameworks, industry stakeholders eagerly await how this launch will reshape their marketing strategies and outcomes.