A Taboola, a global performance company at scale for advertisers, launched a new technology 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. A pioneer in native advertising for over a decade, Taboola has driven advertiser success, primarily in placements at the end of articles. Now, the company expands this legacy with the launch of Realize, the industry’s first platform dedicated exclusively to performance at scale, beyond search and social.
Realize leverages exclusive data, performance-focused artificial intelligence, and a growing diversity of inventory and creative formats to achieve strategic objectives. While 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 excelling at each phase. Starting today, Realize is available to all performance-focused advertisers.
It is estimated that $25 billion is invested annually in performance-seeking through DSPs and niche AdTech solutions. However, many of these channels lack the expertise, scale, or data needed to deliver the expected results. DSPs often prioritize video and CTV, great for branding but not for performance, while AdTech companies frequently operate at low scale. Additionally, 75% of advertisers investing in social networks report diminishing returns, facing challenges such as audience saturation, rising costs, and ad fatigue. The impact of this loss of efficiency could reach $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 the chance to grow and succeed,” said Adam Singolda, CEO of Taboola. “For too long, performance advertising beyond search and social has been 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’s not optimized for performance, and working with hundreds of low-scale AdTech companies isn’t worth marketers’ time. Amazon started in 1994 and, by dominating the book market by 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 of performance advertising. We can do much more for advertisers and publishers. Today is a very special day for us at Taboola.”
