Taboola has launched Realise ID, a unified identity product for performance advertisers that it says has delivered up to a 2.4x increase in conversion efficiency.

Designed to support Taboola's Realise advertising platform, Realise ID gives marketers a single view of consumers showing purchase intent across devices, channels and online touchpoints. Built on the company's first-party data from the open web, it is intended to help advertisers identify, reach and convert users before they complete a purchase elsewhere.

The launch comes as marketers face an increasingly fragmented path to purchase, with consumers moving between news sites, email, search, price comparison services and generative AI tools before making buying decisions. Taboola cited industry data showing US adults spend nearly 13 hours a day with media, alongside separate research indicating that 70% of consumers now use generative AI search in shopping decisions.

According to Taboola, Realise ID combines fragmented identifiers into a persistent profile of prospective buyers. It uses data from content engagement, ad interactions and conversion-related actions to map consumer journeys and predict intent.

The product draws on signals including scroll depth, time spent on site, ad clicks, video views, search keywords, conversion data and mid-funnel actions such as starting a quote. Those signals are used to analyse billions of buyer journeys and connect media consumption with buying behaviour.

Taboola's position in both publishing and advertising is central to the offering. The company says it operates across both sides of the transaction, allowing it to collect contextual data in real time as users move from content consumption to search activity, ad exposure and landing pages.

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