Taboola Launches Realize+, an Agentic AI System Turning Advertiser Goals Into Outcomes and Expands Agentic Capabilities by Opening its Platform to Claude Skills
Rhea-AI Summary
Taboola (Nasdaq: TBLA) launched Realize+, an agentic AI system that automates campaign decisions and execution to drive conversions on the open web. Realize+ pairs a Decision Engine (Budget Allocator) with an Element Generator to move budget in real time and continuously create and improve ads and targeting. It entered beta, with phase 2 expanding in Q2 2026, and Taboola is opening Realize to Claude Skills for conversational setup and optimization. A 2026 survey cited in the announcement reports ~80% of marketers would increase open-web investment if automated solutions existed and ~86% would allocate up to 25% of performance budgets.
Positive
- Realize+ introduces an agentic system that automates campaign decisions and execution
- Decision Engine (Budget Allocator) moves budget in real time to higher-performing campaigns
- Element Generator continuously creates and refines ads and targeting without manual updates
- Integration with Claude Skills enables conversational campaign setup and optimization
- Phase 2 beta expansion planned in Q2 2026
- Survey cites ~80% of marketers would increase open-web spend with AI automation
Negative
- Realize+ remains in beta; broader commercial performance outside beta is unproven
- Survey-based intent (~86% would allocate up to 25% of budgets) reflects marketer opinions, not guaranteed spend
News Market Reaction – TBLA
On the day this news was published, TBLA declined 2.11%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
TBLA’s -0.26% move came as several peers like GRPN (-6.13%), EVER (-2.9%) and BMBL (-1.78%) declined, while FVRR was slightly positive (0.19%). With no peers in the momentum scanner and mixed directions, trading appears more company-specific than a clean sector rotation.
Previous AI Reports
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Apr 14 | AI partnership | Positive | +0.9% | HuffPost UK adopts DeeperDive AI answer engine to boost engagement and monetization. |
| Apr 08 | AI product milestone | Positive | +2.7% | DeeperDive reaches nearly 7M MAUs and over 10M monthly reader questions after launch. |
| Feb 05 | AI deployment | Positive | -2.9% | Reach chooses DeeperDive for major news sites, aiming to lift engagement and ad revenue. |
| Jan 28 | AI study results | Positive | -0.5% | Large academic study using Taboola data finds AI ads match human creatives in performance. |
| Nov 25 | AI partnership | Positive | +2.5% | BuzzFeed Asia implements DeeperDive across multiple countries to power AI answers and ads. |
AI-related announcements have generally been received modestly, with 3 positive and 2 negative next-day moves, averaging a 0.54% change.
Recent news shows Taboola emphasizing AI and performance solutions. Prior AI-tagged releases highlighted DeeperDive deployments with publishers like HuffPost UK and BuzzFeed Asia, a large multi-university AI ads study using over 500 million impressions, and rapid growth to nearly 7 million monthly active users. Against this backdrop, the Realize+ agentic system and Claude Skills integration continue Taboola’s shift toward AI-native, automated performance marketing across the open web.
Historical Comparison
Past AI news for TBLA, mainly DeeperDive rollouts and an AI ads study, produced modest average moves of 0.54%. Realize+ extends this AI focus into performance marketing automation.
AI initiatives progressed from DeeperDive publisher deployments and an AI ads performance study toward broader, agentic performance marketing tools, with Realize+ and Claude Skills opening AI-native workflows for advertisers.
Market Pulse Summary
This announcement introduces Realize+, an agentic AI layer on Taboola’s Realize platform that automates budget allocation and creative optimization, and opens access via Claude Skills. It builds on a series of AI initiatives, including DeeperDive deployments and large-scale AI ad studies. Investors may focus on how these tools translate into advertiser adoption, incremental conversions beyond search and social, and progress against the 2026 roadmap and beta expansion metrics.
Key Terms
agentic system technical
first-party data technical
OEMs technical
open web technical
walled gardens technical
AI-generated analysis. Not financial advice.
NEW YORK, April 23, 2026 (GLOBE NEWSWIRE) -- Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced the launch of Realize+, the next phase of Taboola’s performance marketing platform, Realize.
Realize+ is an agentic system that helps performance marketers unlock more conversions beyond search and social. It continuously makes and executes campaign decisions, helping drive incremental results, while reducing manual effort.
Taboola estimates that around
Realize is a technology platform that helps advertisers achieve outcomes at scale, leveraging Taboola’s unique supply, first-party data, and AI. It enables performance campaigns across many of the world’s largest and most trusted publishers, OEMs, and apps.
To deliver this, Realize+ is built on a two-part approach:
- The Decision Engine: Within Realize, automatically moves budget in real time to the highest-performing campaigns and opportunities using a new tool called the Budget Allocator.
- The Element Generator: Creates and continuously improves ads and targeting, helping campaigns stay effective without manual updates.
Together, these capabilities are designed to replicate the performance and autonomy of walled gardens, while providing a direct path to premium inventory and ensuring more budget is spent on outcomes.
Realize is also opening itself to Claude Skills, giving advertisers and agencies a conversational front door to Taboola from inside Claude. The first skill released will handle campaign setup and optimization and it is the first of several skills Taboola plans to release over the coming months, which remove friction for agencies and advertisers standardizing on AI-native workflows.
Realize+ has spent several months in beta. Stemming from positive early results, phase 2 of the beta will now be expanding in Q2 with improved models, while also featuring an extensive roadmap throughout 2026.
Supporting quotes
“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 optimize 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 optimization 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.
If you think about the complexity advertisers face today - hundreds of variables across creative, audience, bidding, and placement - it’s simply not tractable for humans to manage. Agentic AI changes that. It allows us to explore and optimize across that entire space dynamically, not just reactively. What’s powerful about Realize+ is that we’re doing this while maintaining transparency and control, which is something that’s been largely missing in walled garden systems. Advertisers don’t just get outcomes, they understand and guide how those outcomes are achieved.
Additionally, 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 now operate Realize with full control, or Realize+ with more automation from within their Claude environment,” continued Singolda.
*Source: Based on a survey of 200 senior marketers at U.S. and UK enterprises with 1,000+ employees in 2026.
About Taboola
Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale.
Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale.
Disclaimer – Forward-Looking Statements
Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2025 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/49c8a04e-070b-4758-af4d-9312d11502db
A video accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/03485579-2901-41b9-ad77-048debee2570
Contact: dave.s@taboola.com