As digital campaigns grow more complex, the limits of manual optimisation are becoming harder to ignore. With the launch of Realize+, Taboola is pushing advertising toward a more automated, AI-driven future.
Realize+ introduces an agentic system that converts marketing goals into continuous, real-time decisions. Instead of relying on teams to adjust budgets, creatives, and targeting, the platform handles these tasks dynamically. Its Decision Engine shifts spend toward high-performing campaigns, while the Element Generator refines creatives and audience strategies without constant human input.
A key addition is its integration with Claude through Claude Skills. This enables conversational campaign management, allowing advertisers to set up and optimise campaigns using natural language within AI-native workflows. The result is a more streamlined process that reduces operational effort.
The move comes at a time when advertisers are looking beyond traditional “walled gardens” like search and social platforms. Taboola is positioning the open web as a competitive alternative, now enhanced with automation and intelligence comparable to closed ecosystems.
Early beta results suggest improved efficiency and scalability, but the bigger shift lies in how campaigns are managed. With hundreds of variables influencing performance, human-led optimisation is increasingly difficult to sustain.
By introducing Realize+, Taboola signals a transition from manual execution to system-led decision-making. For marketers, this means faster optimisation and reduced workload. The real challenge, however, will be balancing automation with control as AI takes a more central role in advertising.
