Taboola (Nasdaq: TBLA) announced the launch of Realize ID, a unified identity mapping product designed to help performance marketers reach consumers showing purchase intent across the open web.

According to a company statement, early use of Realize ID has produced up to a 2.4x increase in conversion efficiency, attributed to signal-enriched intent prediction models.

Realize ID consolidates fragmented user identifiers into a single persistent profile by drawing on Taboola's first-party data. The system tracks media consumption signals, ad interactions, and buying behaviors — including scroll depth, video views, search keywords, and mid-funnel actions such as starting a quote — to build what the company describes as a full view of the consumer journey.

The product supports Taboola's existing Realize performance advertising platform. Because Taboola operates on both the publisher and advertiser sides of transactions, the company says it can capture full-context data on user visits in real time, forming a closed-loop data system.

Adam Singolda, CEO of Taboola, said in the statement: "Realize ID solves for this, using Taboola's unique data advantage, helping performance marketers capture and act on open web intent before it disappears."

Several brands and agencies provided commentary on the product, including representatives from El Corte Inglés, Ergo, Axis Max Life Insurance, Motilal Oswal Asset Management, Allianz, and lastminute.com's media unit Forward.

Taboola states its platform reaches over 600 million daily active users across publisher partners including NBC News and Yahoo, and device manufacturers including Samsung and Xiaomi.