Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced a new report, The Data Advantage, highlighting significant shifts and challenges that today’s advertisers face when running campaigns. 

Today’s advertisers are faced with a fragmented consumer journey that stretches across devices, channels, with a single purchase decision running across mail, news, search, price aggregators, and increasingly LLMs. US adults spend nearly 13 hours a day with media, on the way to purchase.

The Data Advantage reveals insights about how advertisers are approaching this shift. Key findings include:

• Advertiser budgets are rising nearly 10% in the quest to reach new audiences, with 30% citing new audiences as a top priority for additional budget allocation.
• Despite this objective, an overwhelming majority (81%) of advertisers are failing to reach new audiences and instead rely on repeatedly targeting the same audience segments, however.
• Advertisers say identity fragmentation across pre-conversion touchpoints forces them back into recycled audience pools. 75% of advertisers face difficulty in recognising the same non-converting customer across multiple touchpoints.
• Advertisers want to diversify spending beyond walled gardens, with 81% open to increasing ad spend across channels like publishers and news sites, if identity challenges are solved.

“As AI search overviews and shifting habits fragment how consumers discover content, brands and agencies must understand true purchase intent at the crucial moment of decision,” said Adam Singolda, CEO at Taboola. “Outside closed ecosystems, advertisers face a significant identity blind spot. By relying on recycled audiences on walled gardens, they miss vast opportunities. Unlocking identity and measurement on the open web allows brands to break free from targeting ruts and connect with valuable, untapped audiences.”

The Data Advantage surveyed more than 300 senior marketing and advertising leaders working for companies with more than 1,000 employees and a monthly marketing spend of USD$300,000 (£226,200) or more. 

Taboola

Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s pow...

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