Taboola is claiming advertisers have seen up to 270% conversion improvement with its new Predictive Audiences feature within its Realize performance marketing platform, which has now been made generally available.

This tool utilises advertisers' first-party conversion data to create AI-driven segments aimed at targeting high-intent users across Taboola's network. The vendor noted The Motley Fool and NerdWallet, have reported significant increases in conversions since adopting Predictive Audiences, with figures reaching nearly 270%. The technology has also prompted some advertisers to increase their spending with Realize by nearly 40% year-over-year.

Since its limited launch in February, the weekly spend attributed to Predictive Audiences has tripled. Realize is described as the only independent performance platform that extends beyond Search and Social, offering outcomes at scale.

Predictive Audiences is designed to help advertisers identify users likely to take action at scale, improve targeting efficiency through AI, and optimise campaigns flexibly. The Realize platform allows advertisers to access display and other parts of Taboola's network of publishers, apps, and OEMs.

Taboola's AI performance engine is powered by data from code-on-page integrations with publishers. The company's network reaches 600 million daily active users, including publishers like NBC News and Yahoo, and OEMs such as Samsung and Xiaomi.

"By leveraging Predictive Audiences, we’ve unlocked a whole new audience while maintaining a strong CPA, driving meaningful improvements to our overall margin," Ajay Bhatia, Marketing Manager for The Motley Fool, stated. "Predictive Audiences have proven instrumental in refining our targeting strategy and maximising our marketing efficiency. It’s a must-have for any team looking to elevate their campaign performance."

The marketing team at QuinStreet commented on the ease of use, saying: "The ease of implementation and rapid scalability allowed us to see results almost immediately. Taboola has become a key partner in helping us reach the right users at the right time, all while maximising efficiency and growth."

Sammy Linares, Performance Marketing Manager at NerdWallet, noted the benefits of data-driven audience selection: "Predictive Audiences have played a key role in improving our campaign efficiency and optimising spend. By leveraging data-driven audience selection, Predictive Audiences have helped increase ROAS and CVRs, allowing for more precise targeting and better budget allocation. This approach has also supported scaling efforts, ultimately driving higher-quality leads and improved performance across our campaigns."

Adam Singolda, CEO at Taboola, highlighted the platform's strengths: "Realize leverages Taboola’s core strengths — proprietary technology, unique data we have that others don’t, and massive reach across the internet. With the addition of Predictive Audiences, we are giving advertisers yet another way to connect with consumers, those likely to take action, based on our unique AI and understanding of what drives action across our vast network."