Project Agora Unveils Realize+ to Power Agentic AI Performance Marketing

Project Agora has unveiled Realize+, the latest evolution of its performance marketing platform, Realize, designed to help advertisers scale conversions beyond traditional search and social channels through agentic AI.

Realize combines premium publisher, OEM and app inventory with first-party data and AI trained on signals from more than 600 million daily active users globally. The platform enables advertisers to run performance-focused campaigns across a broad network of trusted digital environments.

Bringing Agentic AI to Open-Web Advertising

With the introduction of Realize+, Project Agora is adding an agentic AI layer that can continuously assess campaign performance and make optimisation decisions with reduced manual intervention.

The system is designed to help marketers identify incremental opportunities, improve campaign efficiency and drive measurable outcomes across the open web.

According to Project Agora, around 80% of marketers would consider increasing their open-web investments if automated, AI-powered campaign solutions comparable to those available within walled gardens were offered. Nearly 86% of marketers also indicate they could allocate up to a quarter of their performance budgets to the open web if such capabilities were available.

Two Core Components

Realize+ is built around two key components:

Decision Engine: Integrated into Realize, the system uses the new Budget Allocator to shift spending in real time towards campaigns and opportunities delivering stronger performance.

Element Generator: This capability creates and continually optimises advertising assets and targeting parameters, enabling campaigns to adapt without requiring constant manual intervention.

Together, the capabilities aim to bring greater automation and performance intelligence to open-web advertising while giving advertisers access to premium inventory beyond walled-garden ecosystems.

Conversational AI Access

Project Agora is also making Realize accessible through Claude Skills, allowing agencies and advertisers to interact with the platform through a conversational AI interface.

Campaign setup and optimisation will be among the first capabilities available, with additional AI-native workflows planned.

Nikos Komninos, Managing Director of Project Agora, said the platform is designed to address the challenges advertisers face when scaling performance beyond search and social.

He added that Realize+ brings automation and intelligence to the open web while allowing marketers and agencies to access the platform through AI tools they already use. According to Komninos, the objective is for Realize to become an open-web platform that can integrate with different agents, technology stacks and workflows.

Moving Towards Autonomous Media Operations

Project Agora said the launch reflects a broader industry shift from manual campaign management towards autonomous, AI-led media operations.

Realize+ is designed to continuously evaluate strategies across thousands of signals, identify emerging patterns and make optimisation decisions in real time.

The platform aims to give advertisers greater flexibility to scale performance campaigns across the open web while reducing the level of manual intervention required to manage and optimise campaigns.