Mumbai: Taboola, a global leader in performance advertising, has announced the launch of Realize+, an agentic AI system designed to turn advertiser goals into measurable outcomes. The company has also expanded its AI capabilities by opening the platform to Claude Skills, enabling conversational campaign management within AI-native workflows.
Realize+ marks the next phase of Taboola’s performance marketing platform, Realize, and is aimed at helping marketers drive conversions beyond traditional search and social channels. The system continuously makes and executes campaign decisions, optimising performance while reducing the need for manual intervention.
According to Taboola, nearly 80% of marketers would increase investment in the open web if it offered automated, AI-powered campaign solutions comparable to walled gardens. Additionally, close to 86% indicated they would allocate up to 25% of their performance budgets to the open web under such conditions.
Built on a two-part architecture, Realize+ integrates a Decision Engine and an Element Generator. The Decision Engine, powered by a tool called Budget Allocator, dynamically shifts spend toward high-performing campaigns in real time. Meanwhile, the Element Generator continuously refines creatives and targeting parameters to sustain campaign effectiveness without manual updates.
The platform leverages Taboola’s supply ecosystem, first-party data, and AI capabilities to enable performance campaigns across a wide network of publishers, OEMs, and apps. With the introduction of Claude Skills, advertisers and agencies can now access a conversational interface for campaign setup and optimisation directly within Claude, streamlining workflows and reducing operational friction.
Realize+ has been in beta for several months, delivering encouraging early results. The second phase of beta expansion is set for Q2 2026, with enhanced models and a broader product roadmap planned throughout the year.
“Allocating budget across campaigns in real time is one of the biggest challenges in performance marketing,” said Héctor Vargas Mendoza, Senior Growth Marketing Manager – Team Lead at Sonova Marketing GmbH. “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.”
“Driving consistent performance at scale requires both efficiency and adaptability,” said Matt Linder, Co-founder at Strand Marketing. “We’ve been encouraged by the early results we’re seeing with Realize, particularly its ability to help optimize 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.”
“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.”
“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.
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.
With Realize+, Taboola is positioning itself at the forefront of AI-driven performance marketing, enabling advertisers to unlock scalable growth across the open internet while embracing the shift toward agentic, automation-led campaign management.
