Taboola adds Predictive Audiences to Realize platform, driving up to 270% lift in conversions

Taboola has launched Predictive Audiences, a new capability within its Realize performance marketing platform, designed to help advertisers uncover and target high-converting customer segments at scale.

The AI-powered tool, now generally available after a limited release in February, uses first-party conversion data and Taboola’s proprietary audience signals to build predictive models that identify users most likely to take action. Early adopters, including The Motley Fool, NerdWallet and QuinStreet, have reported strong results, with some advertisers seeing up to 270% increases in conversions and increasing their spend on Realize by nearly 40% year-on-year.

The launch comes as Taboola positions Realize as a scaled alternative to search and social for performance marketers. Realize integrates with Taboola’s network of publishers, apps, and OEMs, using its on-page code integrations to inform AI-based optimisation across campaigns. The new Predictive Audiences feature allows advertisers to balance scale and efficiency by adjusting audience sizes to meet specific campaign goals, from high-conversion segments with limited reach to broader audiences aimed at incremental growth.

The Motley Fool’s marketing manager, Ajay Bhatia, said the tool had helped unlock new audiences while maintaining strong CPAs, improving overall marketing efficiency. QuinStreet and NerdWallet also reported improvements in campaign performance and return on ad spend after adopting the tool.

Taboola CEO Adam Singolda said the addition of Predictive Audiences reflects the company’s strategy to use its scale, publisher network and proprietary data to deliver measurable outcomes for advertisers beyond traditional walled gardens.