Taboola launches Realize ID to join up open-web signals. It reports 2.4x conversion gains

Taboola said in a press release on 22 September that it is launching Realize ID. The tool joins up signals the company collects on publisher sites into a single profile of a shopper. Taboola reports up to 2.4 times better conversion efficiency. That figure is the company’s own and the release does not say how it was measured.

Realize ID reads scroll depth, ad clicks and completed orders

Three kinds of signal feed it, according to the company. Reading behaviour: what someone opens, how far they scroll, how long they stay. Ad behaviour: clicks, video views, search terms. Buying behaviour: finished orders and steps on the way, such as asking for a quote.

Taboola sits on publisher pages rather than in search results or social feeds. That is where identifiers break apart, because the same person arrives from different sites and devices with no shared login.

Adam Singolda says the aim is intent before it disappears

Chief executive Adam Singolda said the product is meant to “capture and act on open web intent before it disappears”. Allianz, El Corte Ingles and Ergo are among the advertisers Taboola named in the release.

The company has been buying its way into performance budgets. It agreed a takeover of Dianomi, a network for financial advertising, earlier this year.

Buyers should ask what the 2.4 times figure is measured against

The release does not give the comparison, the period or the campaigns behind it. Identity products across the open web are sold on numbers like this, and the baseline is the part that decides whether the number means anything.

The open web is also rebuilding its plumbing. Prebid.org has a new president, and the standards body sets much of how bids and identifiers move between publishers and buyers.

Before you take a test budget, ask Taboola for the control group and the measurement window behind the 2.4 times claim. Then run the same test against your existing prospecting line and compare cost per order, not clicks.