Taboola has announced a major expansion beyond native advertising with the launch of Realize – a new technology platform designed to drive performance outcomes at scale beyond search and social.
Realize is an evolution of Taboola Ads, a platform used by 20,000+ advertisers.
Using advanced AI technology and first-party data, Taboola can optimise ad placements with Realize to drive measurable results for advertisers beyond traditional search and social channels.
Advertisers currently spend an estimated US$25 billion annually on DSPs and niche adtech solutions, many of which lack the performance expertise, scale, or data to deliver optimal results.
Additionally, 75 per cent of performance advertisers using social media report diminishing returns due to audience saturation, rising costs, and ad fatigue. Realize is positioned as the only independent performance platform that moves beyond search and social, offering scalable, outcome-driven solutions that run across leading publishers, OEMs, and apps.
Realize is billed as the only independent performance platform that goes beyond search and social media and delivers outcomes at scale for advertisers, leveraging Taboola’s unique supply, first party data and AI technology.
It delivers simplicity and efficiency for advertisers to run performance-based campaigns on many of the world’s largest and most trusted publishers across all ad inventory, OEMs and apps.
Adam Singolda, CEO of Taboola, sees Realize as a game-changer, stating that performance advertising beyond search and social has long been overly complicated, leaving advertisers reliant on existing channels due to a lack of alternatives.
“Every business deserves a chance to grow and succeed,” he said. “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.
“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.”
He said that the move into Realize was huge for the company.
“Amazon started in 1994 and did a great job winning the book business by 2000, which allowed them to go into owning all of e-commerce. This is our ‘Amazon moment’. After many years of success with native ads, it’s time to go after all of performance advertising. We can do a lot more for advertisers, and a lot more for publishers. Today is an exciting day for me and us at Taboola.”