The Power of Interests: URL-Level Behavioral Insight

Traditional category tagging and simple demographics only tell part of the story. Ipsos iris Interests moves beyond standard demographics and web or app visitation to understand the exact topics audiences actively engage with.

Derived from our always-on, passively measured single-source panel, we report on over 2,000 granular Interests to give you an unparalleled view of online content consumption.

Granular Scale at Speed: Access around 2,000 interest targets (categorised across Tier 1 and Tier 2) derived from over 1.2 million distinct topics.

URL-Level Precision: Insights are captured at the exact URL level across 120,000 URLs per day. This allows you to uncover niche behaviors, such as tracking audiences reading specifically about eye health, that broad category tags completely miss.

High Engagement Thresholds: To ensure unmatched data quality, an “interest” is only recorded if a panelist spends a minimum of three minutes on that specific topic within a month.

Industry Endorsed & Privacy Safe: Built on our high-quality, nationally representative 10,000 single-source UK panel, the methodology is fully consented, privacy-safe, and UKOM endorsed.

Build Precision Audiences with the Audience Builder Toolkit

Integrated directly within the Ipsos iris reporting UI, the Audience Builder Toolkit empowers teams to construct and analyse bespoke audience targets with real-time feedback.

Enhance Target Creation: Build richer segments using specific Interests layered with demographics, geography, psychographics, 7,000 websites, and 1,500 apps to answer complex client briefs standard demographics can’t solve

Faster Audience Understanding: Use interactive widgets and data tiles to instantly view audience size and reach estimates, allowing you to refine your criteria on the fly.

Seamless Activation: Export your built audiences into programmatic platforms and ad networks, successfully closing the loop between planning and activation.

Strategic Use Cases: Built for Your Business

Whether you are looking to optimise a client’s media spend or maximise your own platform’s ad revenue, Ipsos iris Interests provides immediate, actionable strategies.

For Agencies: Maximise Campaign Planning & Targeting

Targeted Advertising: Pinpoint exactly where to find an audience actively in-market for specific products. For example, discover that consumers interested in mortgage content show an exceptionally high index on professional networks and news sites.

Audience Growth: Identify alternative, unexpected media environments to reach your target audience beyond traditional luxury or niche brands, unlocking incremental campaign reach.

Personalised Content Strategy: Discover unique behavioral cross-overs to tailor creative content. For instance, identifying that a football audience over-indexes on veganism allows you to deploy highly tailored content during major tournaments.

Partnerships: Better understand which events, sponsorships, or promotional environments index highly for specific consumer interests.

For Publishers & Media Owners: Prove Value & Command Higher CPMs.

Premium Ad Placements: Identify audiences with specific interests who highly index for your content. This allows you to offer premium, interest-based ad placements and command higher CPMs.

Audience & Content Growth: Identify areas where your brand currently underserves specific interests (such as jewelry content). Use this insight to tailor your editorial strategy to resonate with and grow that audience segment.

Personalised Content Strategy: Align your content and creative output with overlapping audience passions, such as tailoring specific lifestyle or dietary angles around major sporting events.

Sponsored Content Opportunities: Equip your sales teams with music, entertainment, or finance interest data to demonstrate exactly which of your events index highest, securing high-value brand sponsorships.