Taboola targets a US$ 55 billion opportunity by expanding beyond content recommendation and native advertising

A Taboola, a global company in large-scale performance 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 have a value of US$ 55 billion. Pioneering native advertising for more than a decade, Taboola has driven the success of advertisers, especially in positions at the end of articles. Now, the company expands this 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.

“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 until the year 2000, managed to expand to the entire day of advertisers and advertisers.