Taboola Launches Realize+, a Performance Agentic AI for the Open Web

With Expanded AI Workflows via Claude Skills

Taboola and Project Agora, exclusive partners in 25 markets in Central Eastern Europe, the Middle East and North Africa, have announced the launch of Realize+, the next phase of Taboola’s performance marketing platform, Realize.

Realize+ is an agentic system that helps performance marketers unlock more conversions beyond search and social. It continuously makes and executes campaign decisions, helping drive incremental results, while reducing manual effort.

Taboola estimates that around 80% of marketers would increase investment in the open web if it offered automated, AI-powered campaign solutions that they get from the walled gardens. Additionally, nearly 86% say they would allocate up to a quarter of their performance budgets to the open web if such capabilities were available.*

Realize is a technology platform that helps advertisers achieve outcomes at scale, leveraging Taboola’s unique supply, first-party data, and AI. It enables performance campaigns across many of the world’s largest and most trusted publishers, OEMs, and apps.

To deliver this, Realize+ is built on a two-part approach:

• The Decision Engine: Within Realize, automatically moves budget in real time to the highest-performing campaigns and opportunities using a new tool called the Budget Allocator.
• The Element Generator: Creates and continuously improves ads and targeting, helping campaigns stay effective without manual updates.

Together, these capabilities are designed to replicate the performance and autonomy of walled gardens, while providing a direct path to premium inventory and ensuring more budget is spent on outcomes.

Realize is also opening itself to Claude Skills, giving advertisers and agencies a conversational front door to Taboola from inside Claude. The first skill released handles campaign setup and optimization and it is the first of several skills to be released, which remove friction for agencies and advertisers standardizing on AI-native workflows.

“For years, advertisers have hit a ceiling when trying to scale performance beyond search and social,” said Nikos Komninos, Managing Director of Project Agora. “With Realize+, we’re removing that barrier – bringing automation, intelligence, and true performance to the open web so marketers can drive measurable growth at scale. And by launching Realize+ we’re meeting advertisers and agencies where they already work. As the industry shifts toward AI-native media operations, Taboola wants to be the easiest open web platform to plug into any agent, any stack, any workflow.”

We’re entering an era where advertising is shifting from manual optimization to fully agentic systems. Realize+ is building intelligent agents that operate continuously on behalf of advertisers – evaluating strategies across thousands of signals, learning from patterns across the entire ecosystem, and making decisions in real time.

*Source: Based on a survey of 200 senior marketers at U.S. and UK enterprises with 1,000+ employees in 2026.