Taboola has launched Realise+, a new version of its performance marketing platform, Realise. It adds agentic AI tools for advertisers seeking more conversions beyond search and social channels.
Realise+ is designed to make and execute campaign decisions continuously, reducing manual work for marketers. Taboola is also opening the platform to Claude Skills, allowing advertisers and agencies to access parts of its system from within Anthropic's Claude environment.
Realise is Taboola's platform for performance advertising across publisher, app and device maker inventory on the open web. The latest version is aimed at a long-standing challenge for advertisers trying to scale campaigns outside major closed digital advertising platforms.
The new system has two main parts. The first, the Decision Engine, includes a Budget Allocator tool that shifts spending in real time toward campaigns and placements delivering stronger results. The second, the Element Generator, creates and updates ads and targeting settings as campaigns run.
Together, these tools are intended to automate campaign management in a way that resembles workflows many advertisers already use on larger ad platforms. Taboola says this could help direct more performance marketing budgets to the open web.
In its own survey of 200 senior marketers in the US and UK, about 80% said they would increase spending on the open web if automated, AI-driven campaign tools were available there. Nearly 86% said they would allocate up to a quarter of their performance budgets to the open web if those tools existed.
Beta expansion
Realise+ has been in beta testing for several months, according to Taboola. A second phase of the beta is now expanding with updated models after what the company described as positive early results.
The Claude integration is another step in Taboola's effort to fit its advertising tools into AI-led workflows inside agencies and marketing teams. The first Claude Skill will focus on campaign setup and optimisation, with more planned later.
The move reflects a broader shift across ad tech as companies try to embed generative AI assistants into media buying and campaign management software. For advertisers buying across multiple channels, conversational interfaces are being positioned as a way to reduce time spent navigating separate tools.
Beta users pointed to the operational challenges the product is designed to address.
"Allocating budget across campaigns in real time is one of the biggest challenges in performance marketing," said Héctor Vargas Mendoza, Senior Growth Marketing Manager - Team Lead at Sonova Marketing. "Tools like Realise+ and its Budget Allocator are especially compelling because they have the potential to automatically shift spend toward what's working best, without constant manual adjustments. That kind of efficiency could be a meaningful unlock for teams looking to drive stronger performance at scale."
Another early user said the existing platform had already shown promise in testing.
"Driving consistent performance at scale requires both efficiency and adaptability," said Matt Linder, Co-founder at Strand Marketing. "We've been encouraged by the early results we're seeing with Realise, particularly its ability to help optimise campaigns in real time and surface new opportunities for growth. As these capabilities continue to evolve with Realise+, we're excited about the potential to further streamline execution and drive even stronger performance moving forward."
Open web push
Taboola has long positioned itself as a route for advertisers to buy performance media outside search engines and large social media platforms. The company says its network reaches about 600 million daily active users through publishers, original equipment manufacturers and apps, including media groups and device makers such as NBC News, Yahoo, Samsung and Xiaomi.
Chief Executive Officer and Founder Adam Singolda said Taboola sees AI agents as a way to handle the growing complexity of advertising decisions across creative, audience, bidding and placement choices.
"For years, advertisers have hit a ceiling when trying to scale performance beyond search and social," said Singolda. "With Realise+, we're removing that barrier, bringing automation, intelligence and true performance to the open web so marketers can drive measurable growth at scale.
"We're entering an era where advertising is shifting from manual optimisation to fully agentic systems. With Realise+, we're building intelligent agents that operate continuously on behalf of advertisers, evaluating strategies across thousands of signals, learning from patterns across the ecosystem and making decisions in real time.
"Advertisers today face hundreds of variables across creative, audience, bidding and placement, making that complexity impossible to manage manually. Agentic AI changes that. It allows us to explore and optimise across that entire space dynamically, not just reactively. What's powerful about Realise+ is that we're doing this while maintaining transparency and control, something that has been largely missing in walled garden systems. Advertisers don't just get outcomes; they can understand and guide how those outcomes are achieved.
"As the industry shifts toward AI-native media operations, we want Taboola to be the easiest open web platform to plug into any agent, any stack and any workflow. I'm excited to make it easier for any agency, big or small, or any advertiser to operate Realise with full control, or Realise+ with more automation, from within their Claude environment."