NEW YORK – June 23, 2025
Datos, A Semrush Company, Partners with Ipsos to Strengthen Audience Measurement with Clickstream Intelligence
As AI reshapes search and consumer discovery, Ipsos enhances its “Ipsos iris” platform with user behavior data from Datos
With AI-driven search experiences fundamentally changing how people discover, evaluate, and engage with digital content, businesses are rethinking how they track and understand consumer behavior. In response to this shift, Datos, A Semrush Company, and leading provider of alternative data products, today announced a new partnership with Ipsos, one of the world’s largest market research firms.
Through this collaboration, Ipsos will leverage Datos’ comprehensive clickstream data to provide clients with valuable insights into consumer behavior. These insights will enable businesses to understand the steps in the customer journey, from initial awareness to final purchase and beyond. The enhanced capabilities will initially be available to clients in the UK and US, with plans to expand into additional markets.
“Partnering with Ipsos is a major step forward for Datos and digital consumer analytics,” said Eli Goodman, CEO of Datos. “Our clickstream data helps organizations uncover the real behavior behind every decision across sites, devices, and channels. By integrating with Ipsos iris, we’re helping Ipsos clients respond to today’s rapidly evolving digital landscape with clarity and confidence.”
This integration arrives at a critical time for marketers, media companies, and researchers: traditional visibility into online behavior is eroding due to AI summarization, signal loss, and evolving digital logistics. Clickstream data restores that visibility, giving companies the data they need to understand what’s working, what isn’t, and where to go next.
The collaboration is expected to drive impact across a wide range of industries:
- Media companies will gain deeper insights into content performance and audience engagement across platforms.
- Social media platforms can better understand user behavior to optimize discovery and retention.
- Consumer finance brands – especially digital-first banks – can analyze path-to-signup journeys to refine user experience and acquisition strategies.
“This partnership with Datos marks an exciting step for Ipsos, enhancing our ability to provide the industry with unparalleled insights into online consumer behaviour,” adds James Torr, Head of Data Partnerships and Activation at Ipsos. “By leveraging Datos’ clickstream data, we’re not only strengthening our current offerings in the UK, US, and Australia, but worldwide across 40+ markets. This collaboration enables us to deliver deeper insights that empower businesses globally in their strategic decision-making.”
For more information about how Datos is transforming digital analytics, visit datos.live
About Datos, A Semrush Company
Datos is a global clickstream data provider focused on licensing anonymized, at-scale, privacy-secured datasets to ensure its clients and partners are safe in an otherwise perilous marketplace. Datos offers access to the desktop and mobile browsing behavior for tens of millions of users across the globe, packaged into clean, easy-to-understand data products. Datos’ mission is to provide behavioral data built on trust, and driven by tangible results. Major firms around the globe trust Datos to provide the data they need to stop operating blindly in an ever-changing digital landscape. Datos was founded in 2019 and has offices in New York City (HQ), Spain, and Germany.
About Ipsos
Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing nearly 20,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques. Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120, Mid-60 indices, and is eligible for the Deferred Settlement Service (SRD).
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