Taboola unveils predictive audiences to help brands reach high-converting clients

The global performance advertising platform provider Taboola has introduced Predictive Audiences (PA), a new feature for Realize, its performance marketing platform. PA promises to help advertisers discover untapped, high-converting customers so they can meet performance marketing goals at scale.

Realize goes beyond search and social to deliver outcomes at scale. PA leverages advertisers’ first-party conversion data along with Realize’s data to build AI-powered segments to find high-potential users across Taboola’s network.

According to Taboola, PA unlocks incremental growth for advertisers, with some growing their spend with Realize by nearly 40% year-over-year and witnessing up to 270% conversion growth, and with minimal change to their costs per acquisition (CPAs).

The Motley Fool, QuinStreet, and NerdWallet are among advertisers using PA to unlock incremental performance gains. Since launching in limited availability in February, weekly spend attributed to PA has tripled, as more advertisers begin to leverage this solution as a technology for profitable growth.

The marketing team at QuinStreet said, “Taboola has become a key partner in helping us reach the right users at the right time. The ease of implementation and rapid scalability allowed us to see results almost immediately.”

PA builds audiences based on actions, such as leads or purchases, and Taboola’s AI uses this to find similar users at scale across Taboola’s network. With PA, advertisers can reach more high-converting users by combining first-party data with Taboola’s performance AI.

“By leveraging Predictive Audiences, we have unlocked a whole new audience while maintaining a strong CPA, driving meaningful improvements to our overall margin. Predictive Audiences have proven instrumental in refining our targeting strategy and maximising our marketing efficiency,” said Ajay Bhatia, marketing manager for The Motley Fool.

With PA, advertisers can tailor their audience size to strike the right balance between scale and efficiency, in line with their specific campaign goals. For example, they can target a high-performing top percentile of users for higher conversion rates but with limited reach. They may also broaden their audience for a scale-up, which, however, may come with a lower conversion rate.

“By leveraging data-driven audience selection, Predictive Audiences have helped increase ROAS and CVRs, allowing for precise targeting and better budget allocation. This approach has also supported scaling efforts, thus, driving higher-quality leads and improved performance across campaigns,” said Sammy Linares, performance marketing manager at NerdWallet.

In addition to the introduction of the new feature, Realize has started allowing advertisers to access its display data and even more parts of its network of publishers, apps, and OEMs. Realize is powered by an AI performance engine that spots the best opportunities for campaigns across Taboola’s network of publishers and apps.

The engine uses insights from Taboola’s code-on-page integrations with publishers, giving a clear picture of user behaviour, helping it place and optimise ads effectively.

“Realize leverages Taboola’s proprietary technology, unique data, and reach across the internet. With Predictive Audiences, we are giving advertisers another way to connect with consumers, those likely to take action, based on AI and an understanding of what drives action across our vast network,” said Adam Singolda, CEO, Taboola.