Taboola has launched Realize+, an agentic AI system designed to automate performance marketing across the open web.
The platform marks the next phase of Taboola’s Realize+ offering, designed to help advertisers drive conversions beyond search and social while reducing manual campaign management.
Realize+ operates as a fully agentic system, continuously making and executing campaign decisions in real time. It aims to replicate the automation and efficiency typically associated with walled-garden platforms while extending those capabilities to the open web.
Taboola estimates that around 80% of marketers would increase investment in the open web if similar AI-powered automation were available, with 86% saying they would allocate up to a quarter of their performance budgets under those conditions.
Two-part AI engine
The platform is built on two core components:
- The Decision Engine, which automatically reallocates budget in real time using a tool called Budget Allocator
- The Element Generator, which creates and optimises ads and targeting dynamically
Together, these systems are designed to continuously refine campaigns without constant manual input.
Opening up to AI workflows
Taboola is also integrating Realize+ with Claude via Claude Skills, giving advertisers a conversational interface for setting up and optimising campaigns.
This marks a move toward AI-native media operations, where campaign management is embedded directly into broader AI workflows.
Industry response
The platform has been in beta for several months, with early users highlighting its ability to automate budget allocation and optimise campaigns at scale.
Héctor Vargas Mendoza, Senior Growth Marketing Manager – Team Lead at Sonova Marketing GmbH, said:
“Allocating budget across campaigns in real time is one of the biggest challenges in performance marketing. Tools like Realize+ and its Budget Allocator are especially compelling because they have the potential to automatically shift spend toward what’s working best – without constant manual adjustments. That kind of efficiency could be a meaningful unlock for teams looking to drive stronger performance at scale.”
Matt Linder, Co-founder at Strand Marketing, added:
“Driving consistent performance at scale requires both efficiency and adaptability. We’ve been encouraged by the early results we’re seeing with Realize, particularly its ability to help optimise campaigns in real time and surface new opportunities for growth. As these capabilities continue to evolve with Realize+, we’re excited about the potential to further streamline execution and drive even stronger performance moving forward.”
Adam Singolda
CEO Comments
Adam Singolda, CEO and founder of Taboola, said the launch addresses a long-standing limitation in performance marketing.
“For years, advertisers have hit a ceiling when trying to scale performance beyond search and social. 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,” he said.
Singolda said the adland is entering a new era, witnessing a shift from manual optimisation 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 added: “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 optimise 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.”
Singolda concluded by saying Taboola is 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.”
Main image: Taboola