Realize: The Open Web, Re-engineered for Performance

Performance marketers face a scale problem. Search and social remain familiar, but rising costs, saturation and algorithmic change are eroding marginal returns; Taboola's 2025 research found that 75% of performance advertisers spending on social reported diminishing returns. The open web offers incremental reach, yet it has been difficult to buy for outcomes: supply, audience signals, creative and measurement are fragmented, while many DSPs optimise for branding rather than action.

Taboola’s Realize looks to solve these issues, and was designed to make the open web as simple and intelligent to operate as the walled gardens - while keeping marketers in control - so they could find incremental customers, optimise to meaningful engagement or conversion, and scale without rebuilding their technology stack or creative library.