Taboola (Nasdaq: TBLA) , the global leader in content recommendation for the Open Web, today announced the launch of Realize ID, a new centralized mapping solution that empowers performance marketers to identify and leverage purchase intent across the Open Web and act on it as soon as it emerges. By bringing together previously fragmented data, it enables them to better target consumers and improve campaign performance. Realize ID has already helped advertisers increase conversion efficiency by 2.4 times using purchase intent prediction models based on enriched signals.
Today, the consumer buying journey is increasingly complex. It unfolds across multiple devices, platforms, and content. A simple purchase decision now involves emails, news, search engines, price comparison sites, and, increasingly, general language models (LLMs). American adults spend nearly 13 hours a day consuming media , spread across dozens of devices and platforms, and a buyer consults several of these before making a decision.
The rise of generative AI is exacerbating this fragmentation. AI-powered search is becoming a new point of contact between brands and consumers, both organically and through advertising. 70% of consumers now use it to make purchasing decisions.
Realize ID: Bringing together data to better identify purchase intentions
To address this evolution, Taboola is enhancing its Realize performance advertising platform with Realize ID, a new centralized mapping solution. This solution leverages purchase intent data that Taboola accesses on the open web, enabling advertisers to better understand consumers, reach them at the right time, and generate more conversions.
In practical terms, Realize ID brings together fragmented data to build a unified view of consumers with a strong purchase intent. The solution makes it possible to identify them at a key moment: when they have expressed interest in a product or service but have not yet made a decision.
Advertisers can therefore act when consumers are most receptive, to generate more interactions, leads, purchases or traffic to their site.
A complete view of the customer journey thanks to Taboola data
Present on both sides of the ecosystem, Taboola benefits from a comprehensive view of the user journey, from content viewing to conversion. This presence on both sides allows it to collect detailed contextual data on each visit in real time and to connect the different stages of the buyer’s journey.
For example, Realize ID can help an advertiser reconstruct the journey of a consumer who reads a financial article on a media site, searches for the best bank investments, views an advertisement for a credit card, and then goes to a page dedicated to opening an account.
To achieve this, Realize ID relies on Taboola’s proprietary data, which covers the entire context of the buyer’s journey, including signals related to offers. This data includes, in particular:
- Content consumption : interactions with content, page scrolling depth, and time spent on sites.
- Advertising interactions : clicks on ads, video views and specific search keywords.
- Purchasing behaviors : conversion data and intermediate actions, such as launching a request for a quote.
By cross-referencing this information, Realize ID analyzes billions of complete purchase journeys. Thanks to advanced AI, the solution establishes links between viewed content and purchasing behaviors in order to predict consumer intentions, even before they become obvious.
Brands and agencies are continuing their partnership with Taboola and Realize to leverage their data expertise.
“ Reaching consumers while they are actively searching for products is crucial, and Realize provides us with exactly the visibility we need during this phase. Their audience segments allow us to reach users with a high probability of converting at the precise moment when interest is strongest,” said Romain Mandon, Digital Advertising Manager at Allianz.
“ AI is transforming consumer search habits, while traditional advertising channels are reaching their limits in terms of effectiveness. To continue growing, advertisers must now go beyond search and social and reach consumers where they research, compare offers, and make decisions on the open web. Thanks to Taboola’s unique data, Realize ID enables them to identify and capitalize on these purchase intentions at the right time, before they disappear ,” says Adam Singolda, CEO and founder of Taboola.
Taboola offers content recommendations across the open web and helps users discover content that may interest them. The AI-powered Taboola platform is used by digital entities, including websites, mobile devices, and applications, enabling them to increase monetization and audience engagement. Taboola has long-standing partnerships with some of the world’s most popular digital properties, including CNBC, BBC, NBC News, Le Figaro, La Dépêche du Midi, Le Point, Business Insider, The Independent, and El Mundo. More than 15,000 advertisers use Taboola to target and reach over 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is the leader in e-commerce recommendations, with over one million monthly transactions. Major brands such as Walmart, Macy’s, Skechers and eBay are among the top clients.
Learn more: https://www.taboola.com/fr/ and @Taboola France on LinkedIn.