Taboola Study: AI Boosts Ad Performance, Open Web Demands

A new study from Taboola, an AI-powered ad platform, highlights that advertisers are increasingly adopting AI solutions and want to use these capabilities beyond major platforms. Here's the thing: while agentic AI is boosting performance on search and social media, marketers are looking for growth in other areas. The study, called "The Agentic Advantage in Performance Marketing," shows 76% of advertisers are already seeing performance improvements from AI. What's interesting is that 80% of advertisers would immediately increase ad spending on the open web if similar AI solutions were available there. And 86% are willing to move up to a quarter of their budget to make this shift. However, integrating agentic AI is a major challenge, especially for larger advertisers. Only 9% of those spending $300,000 to $499,000 per month see integration as a barrier, compared to 74% of companies spending $1 million to $4.9 million monthly. Taboola's CEO, Adam Singolda, notes a clear demand for "always-on," AI-driven performance on the open web. Taboola has rolled out a beta for its own agentic solution, Realize+, to help advertisers achieve these outcomes. This means businesses are eager for AI to transform their advertising, but they need solutions that work everywhere, not just within specific platforms.