Taboola has announced the launch of Realize+, the next phase of its performance marketing platform, Realize, and has opened the platform to Claude Skills — giving advertisers and agencies a conversational interface to Taboola from inside Claude.
Realize+ is described as an agentic system that helps performance marketers unlock more conversions beyond search and social. The platform continuously makes and executes campaign decisions, with the stated goal of driving incremental results while reducing manual effort.
The launch is built around two components. The first, the Decision Engine, includes a Budget Allocator tool that automatically moves budget in real time to the highest-performing campaigns and opportunities. The second, the Element Generator, creates and continuously improves ads and targeting, keeping campaigns effective without manual updates.
Taboola says the two components together are designed to replicate the performance and autonomy of walled gardens, provide a direct path to premium inventory, and ensure more budget is spent on outcomes.
The Claude Skills integration is the first of several Taboola plans to release over the coming months. The initial skill covers campaign setup and optimization, aimed at reducing friction for agencies and advertisers standardizing on AI-native workflows.
Realize+ spent several months in beta. A second phase of the beta is set to expand in Q2 with improved models, with further development planned across 2026.
Taboola cites internal estimates indicating that around 80% of marketers would increase open web investment if automated, AI-powered campaign solutions were available, and that nearly 86% say they would allocate up to a quarter of their performance budgets to the open web under those conditions.
“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 GmbH.
“Tools like Realize+ 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.”
“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 Realize, particularly its ability to help optimise campaigns in real time and surface new opportunities for growth. As these capabilities continue to evolve with Realize+, we’re excited about the potential to further streamline execution and drive even stronger performance moving forward.”
“For years, advertisers have hit a ceiling when trying to scale performance beyond search and social,” said Adam Singolda, CEO and founder of Taboola.
“With Realize+, we’re removing that barrier – bringing automation, intelligence, and true performance to the open web so marketers can drive measurable growth at scale. And by launching Realize+ we’re meeting advertisers and agencies where they already work. 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, any workflow.
“We’re entering an era where advertising is shifting from manual optimisation to fully agentic systems. With Realize+, we’re building intelligent agents that operate continuously on behalf of advertisers – evaluating strategies across thousands of signals, learning from patterns across the entire ecosystem, and making decisions in real time.”
