Taboola launches Realize ID to address data fragmentation

Taboola has launched Realize ID, a unified identity and mapping solution designed to address data fragmentation in the open web. The tool aims to help performance marketers integrate fragmented consumer signals to identify high-intent users across various devices, channels, and content touchpoints, including generative AI search.

By utilizing Taboola’s first-party data and advanced AI-driven predictive intent models, the solution can reportedly increase conversion efficiency by up to 2.4 times. Realize ID tracks various data signals, such as media content consumption, ad interactions, and purchasing behaviors, to predict consumer intent before a final decision is made.

Several international companies are already utilizing the technology, including the Spanish department store group El Corte Inglés, the German insurance group Ergo, and the Indian life insurance provider Axis Max Life Insurance.