Realize is realizing its potential. 🥁
Taboola’s Realize solution has momentum, according to the company. In a new press release, Taboola said Realize — which launched in February — has now been tested by more than 650 advertisers for its display and “social” features. (The “social” label here is a bit confusing, but it seems to refer to Realize’s vertical video format, modeled after social video ads.)
The release also noted that Taboola has integrated new generative AI tools into Realize, including the ability to add motion to static creative.
Why This Matters:
Realize is a performance-focused ad platform that uses Taboola’s first-party data and AI to optimize campaigns toward higher-visibility placements across its publisher network. Its momentum is likely driven by a few factors.
First, the publisher network itself is compelling. Taboola is integrated across a wide range of top publishers — from USA Today to CBS News to Business Insider — and the ability for advertisers to appear across that network is key.
Second, the performance element. Taboola leverages rich data from these publishers to power its AI optimization engine, supporting campaigns designed to drive measurable results. The formula is simple: premium content plus AI optimization.
Connected to that, consider that appearing on quality inventory (a top priority for most brands) and using AI-powered performance tools (adopted by nearly 90% of marketers, according to recent surveys) rank among the leading brand priorities this year.
Experts React:
Taboola included several brand and publisher testimonials in the release, but one from Brian Cameau of Homes.com stood out:
“Working with Realize has been a game-changer for our performance marketing efforts. Their platform and strategic insights have directly translated into a significant increase in our new user activity and allowing us to scale our campaigns effectively. We’re meeting and exceeding our advertising objectives, thanks to their dedicated support and innovative technology,”
Our Take:
Taboola has consistently been one of the more creative adtech companies in how it talks about AI, and Realize is another example of that. While the company’s stock is down year-to-date, shares are up 7.34% over the past 12 months. The AI story may be helping to improve investor sentiment.
