Ipsos Segments Feed Programmatic Ad System

Ipsos has partnered with cultural intelligence company EntityX, allowing advertisers to activate programmatic campaigns based on the research group's audience data, and without any requirement for third-party cookies, device identifiers, or tracking infrastructure.

EntityX operates a 'Cultural Engine' which maps 'the interconnected web of things people care about' - using content signals rather than personal identifiers - and allows it to be activated for programmatic advertising.

The partners say the programmatic market is saturated with audience data, 'but very little of it is grounded in verified behaviour.' The new offer builds every audience from Ipsos' passively metered panel, with every segment tracing back to real respondents and specific research, rather than having to model or infer behaviour.

Advertisers can build segments using a combination of demographics, psychographics and behavioural data, including roughly 1,500 apps and 7,000 web sites tracked at the panel level. Users can start with any Ipsos panel segment, including those from iris data, Ipsos Global Influentials, life-stage models, or custom work; EntityX then fingerprints the cultural topics that these segments over-index on compared to the broader population; profiles are matched to content across the open web and delivered directly to buyers via a Deal ID into their existing DSP buying setup.

All data is consent-based and the integration does not exchange personal data or rely on cookie syncing. The firms say the system reaches from 2 to 8 million UK adults per segment.

Following initial success with financial services clients, the partnership is expanding across multiple verticals, including healthcare, FMCG, automotive, travel and hospitality.

James Torr (pictured), Senior Director, Audience Measurement at Ipsos states: 'EntityX's technology allows our rich survey and behavioural data to be activated at scale, ensuring brands reach the right people without compromising on data quality, transparency, or privacy.'

Web: www.entityx.ai and www.ipsos.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.