Taboola is a prominent native advertising and content discovery platform that connects advertisers with a vast network of premium publishers.
Taboola launched Realize in February 2025 as its rebranded performance advertising platform. It goes beyond native ads to serve the broader performance advertising market. Realize reaches approximately 600 million daily active users across premium publishers, apps, and OEMs.
Publisher partners include MSN, Fox News, TIME, NBC News, USA TODAY Network, Bild, Daily Mail, Weather Channel Digital, Nexstar, Slate, Yahoo, Samsung, Xiaomi. Taboola expects to pay over $1.5 billion to publishers and OEMs in 2025. That gives advertisers access to editorial inventory at significant scale, outside of search and social.
Ad formats
Realize supports native ads, display, social-style creative, and vertical video. Advertisers can run performance-focused formats similar to what they use on Meta or TikTok, but in premium publisher environments. The platform also supports contextual placement, matching ads to page content without relying on third-party cookies.
AI engine and bidding
Realize runs on an AI performance engine. It uses Taboola’s code-on-page publisher integrations as a data advantage. The system reads live content signals to identify high-intent users in real time. It then matches ad placements to the most relevant moments across the network.
Two bidding modes handle campaign optimisation: Smart Bid and Maximize Conversions. Both optimise automatically toward CPA targets. SpendGuard adds a further layer. It automatically pauses underperforming placements and shifts budget to better-performing ones.
Targeting
Realize uses contextual targeting based on live content signals. Audience matching doesn’t depend on third-party cookie data. Predictive Audiences uses AI to find users who match an advertiser’s existing customer profile. It builds lookalike-style reach across the publisher network without manual segment creation.
Performance focus
Realize targets measurable outcomes: purchases, lead generation, app installs, and ROAS optimisation. The platform suits advertisers optimising toward CPA or conversion volume. It extends reach beyond Google and Meta into premium editorial inventory. Early customers on the platform include Babbel and eToro.
