Business UpdateMay 12, 2026, 09:02 AM
Taboola Research Shows High Demand for AI Beyond Walled Gardens
AI Summary
Taboola announced new research highlighting growing advertiser adoption of AI-powered solutions, with 76% already seeing performance uplift, primarily in search and social. The study indicates a strong demand for similar AI capabilities beyond walled gardens, with 80% of advertisers willing to increase open web ad spend if comparable solutions existed, and 86% ready to allocate up to a quarter of their budget. Large advertisers face significant challenges integrating agentic AI. Taboola is addressing this market need with its Realize+ agentic solution, which uses AI to scale performance and automate creative and targeting, now in beta.
Key Highlights
- 76% of advertisers are seeing meaningful performance uplift from AI-powered solutions.
- 80% of advertisers would immediately increase open web ad spend if comparable agentic AI solutions existed.
- 86% of advertisers are willing to allocate up to 25% of their performance budget to shift to the open web.
- 74% of large advertisers ($1M-$4.9M/month spend) cite AI integration as a dominant roadblock.
- Taboola launched Realize+, an agentic AI solution, in April 2026 and has rolled out its beta.
Price Impact
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