Ipsos and EntityX Partner to Turn Market Research into Cookieless Programmatic Audiences

Advertisers can now target real human behaviours rather than digital proxies. Ipsos, one of the world's largest research companies, has partnered with cultural intelligence company EntityX to allow advertisers to activate trusted Ipsos audience data directly across the open web.

Operating completely free of third-party cookies, device identifiers, or tracking infrastructure, this new solution translates explicit panel research into programmatic campaigns.

Early Results: Doubling Engagement in Financial Services

The partnership is already delivering measurable outcomes in market. A major UK financial services brand used the solution to target high-value acquisition segments across the open web. By translating Ipsos life-stage segments into culturally relevant interest profiles, the campaign achieved double the engagement rate of conventional programmatic approaches.

Following this initial success, the partnership is expanding across multiple verticals, including healthcare, FMCG, automotive, travel and hospitality.

Moving Beyond Commoditised Data

The programmatic market is saturated with audience data, but very little of it is grounded in verified behaviour. Frequently, a user labelled a “high-intent traveller” may simply be someone who read a couple of news articles about airport baggage handling.

This partnership solves that problem by building every audience from Ipsos's UKOM-endorsed, passively metered panel. Rather than modelling or inferring behaviours, every segment traces directly back to real respondents and specific research.

Quotes

Tom Quick, CEO, EntityX, said: “Advertisers have always wanted to buy media against what people actually care about, not proxies for who they might be. Ipsos audience data is some of the richest in the market, and our Cultural Engine now carries it into every programmatic impression: no cookies, no identifiers, just culture doing the work.”

James Torr, Senior Director, Audience Measurement, Ipsos, said: “Our clients have long trusted Ipsos to truly understand their audiences, and this partnership extends that standard of truth directly into programmatic media. 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.”

How it Works

Advertisers can build segments using a combination of demographics, psychographics, and behavioural data, including roughly 1,500 apps and 7,000 websites tracked at the panel level. The activation process requires zero new tech setup:

• Segmentation: Start with any Ipsos panel segment, including Ipsos iris data, Ipsos Global Influentials, life-stage models, or custom work.
• Interest Mapping: EntityX fingerprints the cultural topics that these segments over-index on compared to the broader population.
• Activation: These profiles are matched to content across the open web and delivered directly to buyers via a Deal ID into their existing DSP buying setup.
• Privacy: Built entirely on consent-collected panel data, the integration does not exchange personal data or rely on cookie syncing. It operates effectively in Safari, iOS, and other privacy-restricted environments, reaching between 2 to 8 million UK adults per segment.

entityx.ai  |  ipsos.com