Taboola Expands Beyond Native Ads with Realize, New Technology Platform Allows Taboola to Serve the Entire Performance Advertising Market, Delivering Outcomes at Scale Beyond Search and Social; Customers Include Babbel, eToro and More

Core Insights - Taboola has launched a new technology platform called Realize, which focuses on performance advertising beyond native advertising, search, and social media [1][2][6] - Realize aims to address the challenges advertisers face in achieving performance outcomes at scale, leveraging Taboola's unique data and AI technology [3][4][6] Company Overview - Taboola has been a pioneer in native advertising for over a decade, primarily focusing on bottom-of-article placements [2] - The company estimates that advertisers spend approximately $25 billion annually on demand-side platforms (DSPs) and niche AdTech solutions, with many channels lacking the necessary performance expertise [4][5] - Taboola identifies nearly$30 billion in social media advertising spend suffering from diminishing returns, with 75% of performance advertisers reporting similar issues [4][5] Technology Platform - Realize - Realize is described as the only independent performance platform that delivers outcomes at scale, utilizing Taboola's first-party data and AI technology [6] - The platform allows advertisers to access a broader range of inventory beyond traditional native placements, including display ads on trusted publishers and apps like NBC News and Yahoo [6][12] - Key features of Realize include an AI performance engine that optimizes ad placements and creative freedom for advertisers to use existing assets across various formats [15] Market Position and Future Outlook - The CEO of Taboola, Adam Singolda, emphasizes the need for viable alternatives to search and social media for performance advertising, positioning Realize as a significant strategic pivot for the company [7] - Taboola's partnerships with companies like Babbel and eToro highlight the expected benefits of Realize in enhancing advertising reach and ROI [8][9] - Industry experts express optimism about Realize's potential to drive true ROI and improve performance marketing outcomes [10]