Technology
Taboola launches Realize ID, an identity built on purchase intent. The question it leaves for publishers
Programmatic Spain reports that Taboola has launched Realize ID, a unified mapping solution built to help performance marketers capture purchase intent on the open web and act on it as it appears. Taboola says the identity has already produced an increase of up to 2.4 times in conversion efficiency, through predictive intent models enriched with signals.
According to the article, the ID draws on Taboola's own first-party data, in three groups. Media consumption signals, from how the user interacts with content to how far they scroll and how long they stay on the site. Ad interactions, including ad clicks, video views and the search keywords the user types. And purchase behavior, covering conversion data and mid-funnel actions such as starting a quote request.
The digital marketing director of El Corte Inglés, quoted in the article, says that working with Taboola and using Realize has improved the company's ability to reach high-intent consumers at the right moment of their purchase journey. The text also cites data showing that 70% of consumers now bring generative AI search into their purchase decisions, in a sentence that gives no source.
Our reading: scroll, time on site and clicks come from the page the reader is on, and an identity that turns them into a product for buyers is a new use of that data. The questions it raises are contract questions, and they are close to the ones from the NBC exclusivity: what exactly is covered, how the value is shared, and what the publisher can still do alongside it. Before running a partner like this, it is worth asking who can reuse the data generated on your page, and whether the publisher can see what is built from it.
Sources and reading
Programmatic Spain: Taboola lanza Realize ID para impulsar una visión única del consumidor con intención de compra