Taboola 最新研究：76% 广告主借助代理式 AI 实现投放增效

This article summarizes key findings from global performance advertising platform Taboola's latest 2026 research on autonomous AI advertising:

1. Autonomous AI is now widely adopted in ad buying, with 76% of advertisers already reporting significant performance improvements from the technology. To date, however, most of these efficiency gains are concentrated in walled garden channels such as search and social media.

2. A clear new industry demand has emerged: 80% of surveyed advertisers said they would immediately increase their ad spend on the open web if it offered autonomous AI solutions on par with what is available on search and social media, and 86% are willing to shift one-quarter of their performance marketing budgets to the open web.

3. Taboola has already launched a beta version of its open web-optimized solution "Realize+", which uses AI to dynamically adjust budgets, automatically generate creative and optimize targeting to help advertisers improve efficiency.

This study provides clear guidance for brands looking to leverage AI marketing and unlock incremental traffic, with key takeaways below:

1. Autonomous AI is now an established core trend and the key efficiency-driving tool for performance marketing, with over 70% of advertisers already achieving measurable performance gains from the technology. Brands building out performance marketing must prioritize the adoption of autonomous AI.

2. Brands can unlock new growth from the open web: currently, most autonomous AI performance gains are limited to walled gardens, but more than 80% of advertisers want to adopt comparable AI-powered buying on the open web, and 86% are willing to shift one-quarter of their budgets to the channel. Early entry will let brands capture first-mover advantage on this incremental growth.

3. Brands should proactively prepare for integration challenges: larger brands face greater resistance to integrating autonomous AI into existing workflows. Among brands spending over $1 million per month, 74% cite this as their core barrier, requiring proactive workflow adaptation to overcome.

This study reveals new growth opportunities and key risks for sellers running performance ad campaigns, with key takeaways below:

1. AI-powered buying on the open web presents a clear incremental growth opportunity. Currently, the efficiency gains from autonomous AI are largely limited to walled gardens like search and social media. 80% of sellers are ready to increase spend immediately once comparable AI solutions become available on the open web, and 86% are willing to shift one-quarter of their performance marketing budgets, creating significant untapped market opportunity.

2. Sellers need to prepare for implementation risks: the larger a seller's ad spend, the greater the barrier to integrating autonomous AI into existing workflows. Among sellers spending $1 million to $4.9 million per month, 74% face this challenge, while small and medium-sized sellers face far lower friction. Large sellers should map and adapt their existing workflows in advance.

3. A new solution is already available for testing: Taboola has launched "Realize+", a beta autonomous AI solution built for the open web, which dynamically adjusts budgets, and automatically optimizes creative and targeting. Sellers can integrate and test the solution to capture incremental growth.

This study offers key insights for factories building out digital marketing and expanding e-commerce channels, with key takeaways below:

1. The marketing industry has entered an AI-powered efficiency era, with 76% of advertisers already achieving performance gains via autonomous AI. Factories building direct-to-consumer brands online can also adopt autonomous AI tools to lower buying costs and improve campaign performance, keeping pace with industry trends.

2. The open web is an incremental growth opportunity for factories' online promotion. Most advertisers now plan to shift marketing budgets to the open web, so new factories launching brands do not need to crowd into saturated search and social channels. Testing AI-powered buying on the open web early can help factories access cheaper incremental traffic.

3. Factories should prepare for implementation challenges when advancing digital marketing: larger spenders face greater friction integrating AI tools into existing workflows. Factories should map and adapt their existing marketing processes before adopting AI marketing tools to avoid implementation blocks, and a mature beta solution is already available for testing.

This study reveals key growth trends and core customer pain points for the performance advertising services industry, offering guidance for service providers adjusting their business strategies, with key takeaways below:

1. The industry's growth trajectory is clear: autonomous AI has become the mainstream efficiency technology in performance advertising, with 76% of advertisers already delivering measurable performance improvements via the technology. Demand for AI marketing solutions continues to grow, creating significant market opportunity.

2. Core customer pain points are well-defined: autonomous AI capabilities are currently largely limited to walled gardens such as search and social media, while customers widely demand comparable autonomous AI solutions for the open web. 80% of customers have clear plans to increase spend once the solution is available, creating a large unmet market gap.

3. Pain points differ sharply across customer segments: the core pain point for large-spend customers is integrating autonomous AI into existing workflows, with 74% of customers spending over $1 million monthly struggling with this challenge, while small and medium customers face far lower friction. Service providers can capture market opportunity by offering differentiated integration and implementation services tailored to customers of different sizes.

This study clearly outlines core advertiser demands for ad platforms, providing clear guidance for open web ad platforms adjusting their business strategies, with key takeaways below:

1. Clear incremental growth opportunity exists for platforms: advertisers have widely recognized the efficiency value of autonomous AI, with 76% already achieving measurable performance gains. Advertisers now urgently need autonomous AI solutions for the open web that match the capabilities available on search and social media. 80% will increase spend immediately after accessing such solutions, and 86% are willing to shift one-quarter of their budgets, so building out this offering can help platforms capture significant new budget flow.

2. Platforms launching solutions must address core pain points: the main barrier for large advertisers adopting autonomous AI is integration with existing workflows. To win large client accounts, platforms must pair their products with supporting integration services to lower the adoption barrier for large customers.

3. An early industry example already exists: Taboola's "Realize+" solution dynamically adjusts budgets via a decision engine, automatically generates creative and optimizes targeting via an AI creative generator, offering a reference model for autonomous AI solutions on the open web that other platforms can learn from.

This study publishes new primary survey data on autonomous AI adoption in performance marketing, revealing new industry trends and structural challenges, offering high value for relevant researchers, with key insights below:

1. Clear new industry trends are visible: as of 2026, autonomous AI has achieved large-scale adoption in performance advertising, with 76% of advertisers already delivering campaign efficiency gains via the technology. Advertiser demand has shifted from adoption within walled gardens to expansion into the open web, driving a shift in industry structure.

2. A new structural challenge has emerged: adoption pain points for autonomous AI vary dramatically by advertiser size. Among large advertisers spending $1 million to $4.9 million per month, 74% cite integration with existing workflows as their core barrier, while among small and medium-sized advertisers spending $300,000 to $499,000 per month, that share drops to just 9%. This structural pain point is a new unaddressed challenge for the industry.

3. A new business model exploration has emerged: leveraging its own media inventory, first-party data and AI technology, Taboola has launched "Realize+", an autonomous AI solution built for the open web. This represents the latest exploration of AI marketing business models on the open web, and merits further in-depth research.