Advertisers seek AI beyond search and social

A study released by Taboola found that advertisers are increasingly adopting agentic AI tools to improve campaign performance, while also showing growing interest in applying similar capabilities beyond search and social media platforms.

The report, titled The Agentic Advantage in Performance Marketing: Securing Incremental Growth Beyond Search and Social, examines how marketers are using AI-driven advertising tools and where they see opportunities for future growth.

Advertisers increase focus on AI-driven performance

According to the research, 76 percent of advertisers reported measurable performance improvements from AI-powered advertising solutions, with most activity currently concentrated on major search and social platforms.

The study also found that 80 percent of advertisers would increase spending on the open web if comparable AI-powered advertising tools were available outside so-called walled garden platforms. In addition, 86 percent said they would consider allocating up to a quarter of their advertising budgets to those channels under the right conditions.

Taboola said the findings suggest advertisers are looking for AI systems capable of automating optimisation and improving campaign outcomes across a broader range of digital environments.

Larger advertisers face integration challenges

The research identified integration into existing workflows as the biggest challenge associated with adopting agentic AI technology.

According to the study, only 9 percent of advertisers spending between $300,000 and $499,000 per month identified integration as a major barrier, compared with 74 percent of companies spending between $1 million and $4.9 million monthly.

Adam Singolda, CEO, Taboola: “Advertisers of all sizes are leaning into agentic advertising, and the results are following. Our research shows a clear demand for advertisers that want the same ‘always-on,’ AI-driven performance they see in walled gardens applied to the open web, however. They are looking for autonomous systems that learn continuously, pivot in real time, and turn every impression into a measurable outcome.”

Taboola expands Realize+ rollout

In April 2026, Taboola introduced Realize+, an AI-driven advertising platform designed to optimise campaign performance across the open web.

The platform combines first-party data, AI tools, and automated campaign optimisation through features including a Decision Engine that reallocates advertising spend in real time and an Element Generator that automates creative production and targeting.

The company said the beta rollout of Realize+ is now underway as advertisers seek scalable AI-powered performance tools outside traditional search and social ecosystems.

www.taboola.com

Follow Marketing Report on LinkedIn