Taboola Launches Realize ID
by on 23rd Sep 2026 in News
Taboola today (23rd September, 2026) announced the launch of Realize ID, a sophisticated unified mapping offering designed to help performance marketers capture and act on open-web intent as soon as it emerges. This identity offering has already driven up to 2.4x increase in conversion efficiency thanks to signal-enriched predicted intent models.
Today’s performance marketers contend with a fragmented and rapidly changing consumer journey that stretches across devices, channels, and content touchpoints. A single purchase decision now runs across mail, news, search, price aggregators, and increasingly LLMs. US adults spend nearly 13 hours a day with media, spread across dozens of devices and platforms, and a buyer passes through several of them before deciding. Generative AI search has become a new, essential channel for consumers to connect with brands organically and through advertising, adding to the complexity as well. Data shows that 70% of consumers now involve generative AI search in shopping decisions.
Realize ID is a unified identity solution that allows advertisers to understand, reach, and drive conversions for consumers that show intent, across a fragmented internet. It is a new offering that supports the Realize performance advertising platform, fuelled by Taboola’s unique access to data on consumer intent on the open web.
Realize ID transforms fragmented identifiers into a single, persistent view of high-intent prospects. It captures purchase intent while prospects are in active decision mode, the critical window after they’ve shown interest but before they’ve committed elsewhere. With this understanding of intent, advertisers can drive outcomes such as engagements, leads, purchases, site traffic, and more.
Taboola sits on both sides of the transaction, publisher, and advertiser, operating a true closed loop, capturing full-context data on every single visit in real time.
To illustrate, Realize ID helps advertisers understand the consumer journey as they read a finance article on a publisher site, then search for the best bank accounts, view an ad for a credit card, arrive on a landing page to open an account, and more.
Realize ID leverages Taboola’s first-party data that captures the full context of the consumer journey, including:
- Media consumption signals: Content engagement, scroll depth, and time on site.
- Ad interactions: Ad clicks, video views, and specific search keywords.
- Buying behaviours: Conversion data and mid-funnel actions like starting a quote.
When combined, Realize ID understands billions of complete buyer journeys and uses advanced AI to connect media consumption and buying behaviours, predicting intent before it becomes obvious.
Brands and agencies continue to leverage the unique data advantage that Taboola and Realize offer.
"Reaching consumers while they are actively searching for products is crucial, and Realize provides 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." Romain Mandon, digital advertising manager at Allianz.
"Overcoming the fragmentation of today's purchase journey is one of the key challenges for performance marketers. Thanks to our strategic partnership with Taboola and the right technology, we're able to capture users' real intent wherever they move across the open web, with precision and efficiency. The launch of Realize ID is an opportunity we're excited to seize, to deliver incremental, measurable results for our clients - beyond traditional search channels." Giacomo Giuriani, business director at Forward, lastminute.com's media marketing company.
"Today, AI is transforming traditional search behaviour and established channels are hitting efficiency ceilings, making driving incremental growth more difficult than ever. To scale today, performance marketers must capture consumers across trusted environments beyond search and social, where buyers actively research, compare, and form decisions across dozens of independent content touchpoints. Realize ID solves for this, using Taboola unique data advantage, helping performance marketers capture and act on open web intent before it disappears," said Adam Singolda, CEO at Taboola.
Follow ExchangeWire