Global AI-powered ad platform Taboola has launched Realize+, an agentic AI layer designed to automate campaign decision-making and drive performance outcomes across the open web.
Positioned as the next evolution of its Realize platform, Realize+ continuously optimises campaigns in real time – shifting budget, refining creative and adjusting targeting without manual input.
“For years, advertisers have hit a ceiling when trying to scale performance beyond search and social,” said Adam Singolda, founder and CEO of Taboola.
“With Realize+, we’re removing that barrier, bringing automation, intelligence and true performance to the open web.”
At its core, Realize+ combines a Decision Engine – which reallocates spend to top-performing opportunities via a Budget Allocator – and an Element Generator that creates and iterates ads and targeting to sustain performance.
“Allocating budget across campaigns in real time is one of the biggest challenges in performance marketing,” said Héctor Vargas Mendoza, senior growth marketing manager at Sonova.
“Tools like Realize+, have the potential to automatically shift spend toward what’s working best – without constant manual adjustments.”
The launch comes as demand for AI-driven media buying grows. Taboola claims around 80 per cent of marketers would increase investment in the open web if it matched the automation of walled gardens, while 86 per cent would consider shifting up to a quarter of budgets under those conditions.
Realize+ is also being integrated into Anthropic’s Claude via new ‘Claude Skills’, giving advertisers and agencies a conversational interface for campaign setup and optimisation.
“We’ve been encouraged by the early results, particularly its ability to help optimise campaigns in real time and surface new opportunities for growth,” added Matt Linder, co-founder at Strand Marketing.
Singolda said the launch reflects a broader shift toward always-on, AI-led media buying.
“It’s simply not tractable for humans to manage the complexity advertisers face today,” he said. “Agentic AI changes that – making decisions in real time while maintaining transparency and control.”
