A Taboola, a global performance company at scale for advertisers, launched a new technological platform called Realize, marking a strategic expansion beyond its traditional focus on native advertising. The platform was designed to serve the entire performance advertising market, which Taboola estimates to be worth $55 billion.Pioneering native advertising for over a decade, Taboola has driven the success of advertisers, especially in placements at the end of articles. Now, the company is expanding this legacy with the launch of Realize, the industry's first platform dedicated exclusively to performance at scale, in addition to search and social.
Realize leverages exclusive data, performance-oriented artificial intelligence, and a growing diversity of inventories and creative formats to achieve strategic objectives. Although advertisers need good solutions for all stages of the marketing funnel, specialization is essential. Platforms that promise to cover the entire funnel face significant challenges in standing out at each stage. Starting today, Realize is available to all advertisers focused on performance.
It is estimated that US$ 25 billion will be invested annually in search of performance through DSPs and niche AdTech solutions. However, many of these channels lack the expertise, scale, or data needed to achieve the expected results. DSPs tend to prioritize video and CTV, which are great for branding but not for performance, while AdTech companies often operate on a small scale. Furthermore, 75% of advertisers investing in social media report diminishing returns, facing challenges such as audience saturation, rising costs, and ad fatigue. The impact of this loss of efficiency can reach up to US$ 30 billion in advertising investments.
Realize is the only independent performance platform that goes beyond search and social, delivering results at scale. With access to exclusive inventory, proprietary data, and advanced AI technology, the platform simplifies performance campaigns, connecting advertisers to millions of consumers on the world's largest and most trusted publishers, as well as OEMs and apps.
"Every business deserves a 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 not optimized for performance, and working with hundreds of AdTech companies on a small scale is not worth the time of marketing professionals. Amazon started in 1994 and, by dominating the book market until 2000, managed to expand into all of e-commerce. This is our 'Amazon moment.' After many years of success with native ads, it's time to transform all performance advertising. We can do much more for advertisers and publishers. Today is a very special day for us at Taboola.
