Unlocking Performance Marketing: Discover Taboola's Game-Changer, Realize

Insights from Advertisers

One of the key benefits of collaborating with thousands of advertisers is gaining insight into what truly works in the marketing landscape. Recently, we engaged with over 70 advertisers from notable companies like ERGO, Verisure Brasil, and Noom to discuss the current state of performance marketing. A common theme emerged: while Search and Social channels yield results, they are becoming increasingly challenging. Costs are soaring, and creative fatigue is making it harder for advertisers to achieve satisfactory returns.

The Unsustainable Cost Crisis

The rising costs are not only consistent over time—platforms like Meta, Snapchat, and TikTok have seen CPMs climb since the pandemic lull—but they also experience drastic spikes. A prime example occurred during the 2024 holiday season, where competition from major advertisers like Shein and Temu led to a 16x increase in search ad costs. This situation is simply not sustainable, and outside of these channels, advertisers find it difficult to diversify their marketing mix.

Beyond Search and Social

Advertisers recognize that relying solely on Search and Social isn’t viable. However, as they attempt to diversify, they encounter a fragmented landscape with few effective solutions. DSPs (Demand-Side Platforms) are increasingly focusing on CTV (Connected TV) and brand video experiences, leaving performance marketers without the necessary tools to achieve their goals. Smaller ad tech companies may offer some solutions, but they often lack unique offerings at the scale required for significant performance outcomes.

Introducing Realize: A Performance-Driven Solution

Realize isn’t just an update; it’s a transformative approach addressing the most pressing challenge in performance marketing: scaling user acquisition and conversion. By concentrating on the performance funnel, Realize offers tools that are absent outside of social networks, enabling advertisers to:

• Explore creative options beyond native ads with high visibility placements.
• Utilize enhanced Performance AI for measurable results at each stage of the funnel.
• Implement Predictive Audience Targeting based on user intent, leading to a 15% reduction in CPAs during beta testing.
• Experience a Simplified User Interface for streamlined workflows and reporting.
• Ensure Quality Assurance with robust fraud protection and transparency in ad placements.

A New Era of Performance Marketing

Feedback from performance marketers reveals they feel underserved outside of Search and Social, as these channels become less efficient. With substantial budgets at stake—approximately $25B on the open web and $30B on social platforms—there’s a clear need for effective tools tailored to their specialized tasks. Realize empowers advertisers to confidently navigate the open web, transforming it from a daunting challenge into a powerful growth engine. We’re thrilled about the future and invite you to join us on this exciting journey!