Taboola hits major milestone with $1.5B+ payout to publishers in 2025.

Taboola, a global leader in performance advertising, has announced a major milestone for its performance advertising technology platform, Realize. The platform offers performance advertisers access to display inventory from multiple global publishers, including TIME, Weather Channel Digital, and Gannett | USA TODAY Network. Taboola expects to pay over $1.5 billion to publishers and OEMs in 2025. Realize allows advertisers to tap into display and other parts of Taboola's network of publishers, apps, and OEMs.

Taboola, a global leader in performance advertising, has announced a significant milestone for its performance advertising technology platform, Realize. The platform now offers performance advertisers access to display inventory from multiple global publishers, including TIME, Weather Channel Digital, and Gannett | USA TODAY Network. This expansion is part of Taboola's push beyond native advertising and into performance advertising, reflecting its holistic approach to driving performance across various formats and placements, according to a MarketScreener release.

Realize, powered by an AI performance engine, allows advertisers to tap into display and other parts of Taboola's extensive network of publishers, apps, and OEMs. The AI engine leverages Taboola's unique data advantage, derived from its code-on-page integrations with publishers, to optimize and place ads effectively. This AI-driven approach is designed to deliver measurable outcomes and enhance advertiser value, according to a Yahoo Finance analysis.

Taboola expects to pay over $1.5 billion to publishers and OEMs in 2025, underscoring its commitment to supporting its publisher partners and driving growth for the entire ecosystem. Adam Singolda, CEO of Taboola, highlighted the company's long-standing relationships with publishers, stating, "We’ve spent years building real relationships with publishers. We’ve evolved with them, helped them grow their audiences, engagement, and ability to work with advertisers" — a point noted in the MarketScreener release.

Key industry figures have expressed their support for Taboola's expansion. Tim Wolfe, Senior Vice President of Revenue Operations at Gannett, noted, "Our partnership with Taboola has consistently delivered results, and giving advertisers access to our display inventory on Realize represents an exciting step forward," as reported in the MarketScreener release. Molly Gallagher, Programmatic Manager at Slate, echoed this sentiment, "Taboola has been a trusted partner in helping us grow and innovate across our digital business. With the launch of Realize, we see a new opportunity to deepen that partnership and tap into more impactful revenue streams," also described in the MarketScreener release.

The expansion of Realize aligns with Taboola's broader strategy to leverage advanced AI technologies to drive reader engagement and monetization. The recent implementation of DeeperDive, Taboola's Gen AI-powered answer engine, with India Today Group in the Asia-Pacific region further demonstrates the company's commitment to innovation, as detailed in the Yahoo Finance analysis.

As Taboola continues to evolve its performance advertising platform, investors will be closely watching its ability to drive adoption and growth. The company's forecasts anticipate $2.2 billion in revenue and $37.6 million in earnings by 2028, reflecting a 6.4% annual revenue growth rate, according to the Yahoo Finance analysis. However, the success of Realize and other AI-powered products will depend on factors such as reader behavior shifts and the pace of core growth.