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Taboola Launches Realize ID To Stitch Together Open Web Identity

Ad Tribe! Bureau2 min read
A fingerprint and a magnifying glass, as halftone cutouts, for Taboola's Realize ID identity solution

Taboola has launched Realize ID, a unified identity solution built to let performance marketers capture consumer intent across the open web. The company says signal-enriched predicted intent models deliver up to a 2.4 times increase in conversion efficiency.

  • Company: Taboola. Product: Realize ID, supporting its Realize performance advertising platform
  • What it does: consolidates fragmented identifiers into a single view of high-intent prospects
  • Signals used: content engagement and scroll depth, time on site, ad clicks, video views, search keywords, conversion data and mid-funnel actions such as quote starts
  • Claimed result: up to 2.4 times increase in conversion efficiency
  • Named users: Axis Max Life Insurance and Motilal Oswal Asset Management

What Realize ID Is Trying To Solve

The gap between a person and their identifiers. A single prospect arrives as a scroll on one site, a video view on another and a search on a third, and none of those signals knows about the others. Realize ID gathers them into one view, then uses AI to connect media consumption and buying behaviour across the journey and predict intent before it becomes obvious.

Adam Singolda, chief executive of Taboola, said AI is transforming traditional search behaviour, making it harder than ever to drive incremental growth.

What The Early Users Say

Sameer Jain, head of e-commerce at Axis Max Life Insurance, said the value lies in the ability to capture genuine purchase intent rather than casual browsing. Subendu Maity, AVP performance marketing at Motilal Oswal Asset Management, said Taboola helps identify audiences with investment intent and engage them at the right moments.

Why It Matters

Both named users are financial services companies, which is where intent signals are worth the most: a quote start is a long way down the funnel, and the open web is where that research happens before anyone reaches a brand's own site. The 2.4 times figure is Taboola's own, from its own platform, and no methodology has been published alongside it.

Taboola sets out the product in its own explainer film. More ad tech.

#performance marketing#taboola#realize id#identity resolution
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