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Taboola Data Advantage Signals Open-Web Identity Opportunity for Advertisers

Oct 5, 2026, 9:22 AM EDT1 sourcesAI-analyzed

Why it may matterVerify against the original reporting

The Data Advantage highlights a multi-decade shift to open-web identity and cross-channel measurement, signaling stronger demand for TBLA’s Realize platform and potential channel diversification for TBLA customers, which could improve AD spend flow and revenue velocity in the near term.

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Taboola unveiled The Data Advantage, detailing identity and measurement challenges amid fragmented consumer journeys. Budgets are rising to reach new audiences, yet 81% fail to reach them, and 75% can't recognize the same non-converting customer across touchpoints. The findings bolster Taboola's Realize platform as a solution to unlock identity on the open web and diversify ad spend.

Taboola releases The Data Advantage on advertiser identity challenges and measurement.
Budgets rise ~10% to reach new audiences; 81% miss the target.
Identity fragmentation leads 75% to struggle recognizing the same non-converter.
81% want to diversify beyond walled gardens if identity issues are solved.
Survey covers 300+ leaders at large companies; TBLA’s Realize network highlighted.

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