Ad giant change: Taboola announces new focus beyond native advertising

 Taboola, a global leader in large-scale performance for advertisers, today announces a new focus beyond native advertising and a powerful technology platform called Realize. Pioneering native advertising for more than a decade, Taboola has driven advertiser success, particularly in placements at the end of articles. Now, the company expands on that legacy with the launch of Realize, the first platform in the industry dedicated exclusively to performance at scale, as well as search and social.

Realize leverages unique data, performance-driven artificial intelligence, and a growing diversity of inventories and creative formats to achieve strategic goals. While advertisers need good solutions for every step of the marketing funnel, expertise is essential. Platforms that promise to serve the entire funnel face significant challenges to excel at every stage.From today, Realize is available to all performance-focused advertisers.

The US$ 25 billion is estimated to be invested annually in performance search through DSPs and niche AdTech solutions. However, many of these channels lack the expertise, scale or data needed to generate the expected results. DSPs often prioritize video and CTV, great for branding but not for performance, while AdTech companies often operate at a low scale. In addition, 75% of advertisers investing in social networks report diminishing returns, facing challenges such as audience saturation, rising costs and advertising.The impact of this efficiency fatigue can reach US$3 billion.

Realize is the only independent performance platform that goes beyond search and social, delivering results at scale.With access to unique inventory, proprietary data and advanced AI technology, the platform simplifies performance campaigns by connecting advertisers to millions of consumers across the world's largest and most trusted publishers, OEMs and applications.

Main features of Realize

• New inventory: expanding beyond native advertising at the end of items

For the first time, Realize enables advertisers to access display formats and other parts of Taboola's broad network of publishers, apps, and OEMs, including NBC News, Yahoo, Xiaomi, and Samsung. Now, advertisers can move beyond traditional native ad placements and reach relevant customers in high-visibility locations within the world's most trusted publishers and apps.

• AI and data advantage: measurable results at scale

Realize is powered by a performance-focused artificial intelligence engine that identifies the best opportunities for campaigns in Taboola's publisher and application network.This AI engine benefits from the direct integration of Taboola code into publisher pages, which ensures access to unique signals and data to optimize and position ads more accurately than any other open web platform.

• Creative freedom: get started fast with social, display and vertical videos

Realize offers an intuitive experience for performance advertisers, allowing them to utilize the same creative assets as their display or social media campaigns.It instantly turns those assets into highly effective ads located in publishers and premium apps.

“Every business deserves the chance to grow and succeed”, said Adam Singolda, CEO of Taboola.“For a long time, performance advertising beyond search and social was extremely difficult. Advertisers ended up limiting themselves to these platforms simply because there was no viable alternative. Investing in DSPs and CTV is great for branding, but it is not optimized for performance, and working with hundreds of AdTech companies on a low scale is not worth the time of marketers. Amazon started in 1994 and, by dominating the book market by the year 2000, managed to expand to the entire AdTech business and our business.

Jeff Ratner, President of Media, Data and Analytics at Quigley-Simpson, said: “Taboola's complete approach to ensuring the success of performance advertising is impressive. We have worked with Taboola for many years, and they have always demonstrated the technology and know-how needed to generate true ROI for our campaigns. Realize has great potential to go even further by combining effective AI, highly engaged audiences and premium advertising spaces in trusted” publishers.

Justin Chase, EVP Media at EVERSANA, said: “As a media agency always at the forefront of performance marketing, we are very excited to use Realize. It brings together the best of both worlds: large-scale audience engagement with results-driven AI. This strategic move to performance will certainly bring great benefits to Taboola and its” customers.

About Taboola Taboola empowers companies to grow through performance advertising technology that goes beyond search and social, delivering measurable results at scale.

Taboola works with thousands of advertisers who invest directly in Realize, its advanced advertising platform, reaching 600 million daily active users in the world's leading publishers.Big publishers such as NBC News, Yahoo, and device manufacturers such as Samsung and Xiaomi, use Taboola's technology to expand their audience and revenue, making Realize a unique solution with specialized algorithms and unparalleled reach.

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