TABOOLA UNVEILS REALIZE ID TO TACKLE FRAGMENTED CONSUMER JOURNEYS

Taboola has launched Realize ID, a unified identity solution designed to help performance marketers capture and act on open‑web intent. The offering has already delivered up to 2.4x uplift in conversion efficiency, addressing the growing complexity of consumer journeys across devices, channels and generative AI search environments.

Taboola (Nasdaq: TBLA) has announced the launch of Realize ID, a sophisticated identity mapping solution aimed at overcoming data fragmentation and driving incremental growth for performance marketers. The platform, which enriches predicted intent models with contextual signals, has already demonstrated up to 2.4x improvement in conversion efficiency.  

Performance marketers today face a consumer journey that is increasingly fragmented, stretching across email, news, search, price aggregators and, more recently, generative AI platforms. With US adults spending nearly 13 hours a day with media across multiple devices, the path to purchase has become more complex than ever. Data shows that 70% of consumers now involve generative AI search in shopping decisions, adding another layer of complexity to the advertising ecosystem.  

Realize ID is designed to unify these disparate identifiers into a single, persistent view of high‑intent prospects. By capturing purchase intent during the critical decision window—after interest is shown but before commitment elsewhere—the platform enables advertisers to drive outcomes such as engagements, leads, purchases and site traffic. Taboola’s unique position as both publisher and advertiser allows it to operate a closed loop, capturing full‑context data on every visit in real time.  

The offering leverages Taboola’s first‑party data, combining media consumption signals such as scroll depth and time on site, ad interactions including clicks and video views, and buying behaviours like conversion data and mid‑funnel actions. By connecting these signals with advanced AI, Realize ID can predict intent before it becomes obvious, giving brands and agencies a powerful advantage in reaching consumers at the right moment.  

Early adopters have praised the solution. Romain Mandon, Digital Advertising Manager at Allianz, said: “Reaching consumers while they are actively searching for products is crucial, and Realize provides exactly the visibility we need during this phase.” Adam Persinger, Head of Strategic Media at FOUND, added: “Realize has consistently shown it has the right data to tap into customer intent and connect us to our desired customers.”  

Giacomo Giuriani, Business Director at Forward, lastminute.com’s media marketing company, highlighted the opportunity to deliver measurable results beyond traditional search channels: “Overcoming the fragmentation of today’s purchase journey is one of the key challenges for performance marketers. The launch of Realize ID is an opportunity we’re excited to seize.”  

Taboola CEO Adam Singolda underscored the broader industry challenge: “AI is transforming traditional search behaviour and established channels are hitting efficiency ceilings. To scale today, performance marketers must capture consumers across trusted environments beyond search and social. Realize ID solves for this, helping marketers act on open‑web intent before it disappears.”  

With Realize ID, Taboola positions itself at the forefront of performance marketing innovation, offering advertisers a way to navigate the increasingly complex consumer journey and unlock incremental growth in a rapidly evolving digital landscape.