• by Ray Schultz , February 26, 2025

Taboola is reaching beyond its native advertising business to offer a performance-based technology platform called Realize. 

Realize will enable advertisers to tap into display and to engage with consumers in high-visibility locations, including Taboola’s network of publishers, apps and OEMs, the company says. 

The new product is powered by an AI performance engine based on Taboola’s code-on-page integrations with publishers.

Taboola estimates that advertisers spend $25 billion a year attempting to achieve performance outcomes on DSPs and niche AdTech solutions — without always getting the results they need.

“Every business deserves a chance to grow and succeed,” says Adam Singolda, CEO at Taboola. “Performance advertising beyond search and social media has been far too difficult for too long, however. Advertisers have settled on search and social media simply because there has been no viable alternative.” 

Quigley-Simpson feels that Realize will deliver “AI that works to find us the best outcomes, audiences that are uniquely engaged, and placements that are highly visible that live on trusted publishers,” says Jeff Ratner, president of media, data and analytics at Quigley-Simpson.

“Realize provides more options to connect with customers in engaging and prominent ways through a vast network of trusted publishers globally,” adds Julie Hansen, CRO & US CEO at Babbel. “We expect Realize will greatly benefit our advertising reach and ROI.” 

Singolda concludes: “Spending money with DSPs and CTV is great for branding but not optimized to drive performance, and running display with hundreds of advertising tech companies at low scale is simply not worth marketers’ time.”