0
0
New identity solution uses first-party data and AI-powered intent models to help performance marketers identify and reach high-intent consumers across the open web
Taboola (Nasdaq: TBLA) has launched Realize ID, a unified identity solution designed to help performance marketers identify consumer purchase intent across fragmented open-web journeys and act on those signals before consumers complete a purchase elsewhere.
The offering supports Taboola’s Realize performance advertising platform and combines identity mapping with first-party data from consumer interactions across publisher websites, advertising environments, and other open-web touchpoints. Taboola said the technology has delivered up to a 2.4x increase in conversion efficiency through signal-enriched predicted-intent models.
Mapping Fragmented Consumer Journeys
Consumer purchase journeys increasingly span multiple devices, websites, media formats, and channels. In addition to traditional search and advertising environments, generative AI tools are becoming another source of product research and discovery.
Taboola cited data showing that 70% of consumers now involve generative AI search in shopping decisions, adding another layer to an already fragmented path to purchase.
Realize ID is designed to create a persistent view of consumers who demonstrate purchase intent across these different interactions. The technology aims to identify users during the period between initial consideration and a purchasing decision, allowing advertisers to engage them while their intent is still active.
Combining Media and Buying Signals
Realize ID uses Taboola’s first-party data to connect different types of consumer signals, including:
- Media consumption: Content engagement, scroll depth, and time spent on publisher websites.
- Ad interactions: Ad clicks, video views, and search keywords.
- Buying behavior: Conversion activity and mid-funnel actions such as starting a quote.
Taboola said these signals are analyzed across billions of buyer journeys, with AI models connecting media consumption patterns with purchasing behavior to predict intent before it becomes directly observable.
Supporting Performance Campaigns
The solution is designed to help advertisers identify and reach consumers across multiple stages of the purchase journey, with potential outcomes including site visits, engagements, leads, and purchases.
For example, a consumer could read a financial article, search for banking products, interact with a credit card advertisement, and subsequently visit a financial institution’s website. Realize ID is intended to connect these otherwise fragmented interactions into a broader view of the consumer journey.
Taboola describes its position across both the publisher and advertiser sides of the advertising transaction as enabling a closed-loop view of these interactions.
Advertisers Highlight Intent-Based Targeting
Several brands and agencies cited by Taboola said access to intent signals has helped them identify consumers during active consideration stages.
Advertisers including El Corte Inglés, ERGO, Axis Max Life Insurance, Motilal Oswal Asset Management, and Allianz highlighted the ability to reach audiences based on purchase or investment intent.
Media and marketing partners also pointed to the growing complexity of consumer journeys across devices and emerging channels, including generative AI search, and the need for alternatives to relying solely on traditional search and social advertising.
Responding to Changes in Search and Advertising
Adam Singolda, CEO of Taboola, said changing search behavior and increasing fragmentation across consumer journeys are creating challenges for performance marketers seeking incremental growth.
With Realize ID, Taboola is expanding its Realize platform to use open-web intent signals to identify consumers across independent content environments and connect those signals to performance advertising campaigns.
The launch reflects the broader shift toward identity and intent-based advertising as marketers seek to understand consumer behavior across an increasingly distributed digital journey.
