Rosie Phillips joined Ipsos in September 2026 as Director of Programmatic Sales. Bringing an extensive background from across the digital publisher and adtech landscapes, she now focuses on bridging the gap between market research and programmatic media activation.
To start off, how would you describe your current focus and what Ipsos is aiming to achieve in this space?
Ipsos is globally recognised for high-quality panel data and deep consumer insights. Historically, those core research products operated in isolation from media execution.
My role will be focusing on working with media agencies and brands to take this rich market research data to market in a truly programmatic way.
Rather than treating data and media activation as decoupled elements our programmatic partners enable these same audiences to seamlessly move into programmatic using future ready integrations that don’t rely on identifiers.
How does this workflow operate in practice for a brand or agency campaign?
It comes down to giving buyers higher addressability and confidence in an ecosystem still struggling with third-party cookie reliance and inconsistent ID signals.
We have two core products upon which we’re making audience data available programmatically. Ipsos Iris is the UKOM endorsed solution for understanding online audiences.
In essence, this is a nationally representative high-quality 10,000 strong panel and 1M synthetic population. This enables audiences to be built from demographics, attitudes and geographic signals. Through passive measurement of the panel and the billions of behavioural and contextual data points collected, we build audiences based on a user’s searched and consumed content and the actions they have taken.
Ipsos Global Influentials reaches the top 20% of individuals based on affluence across 40+ markets and as such audience data covers B2B, automotive, finance, luxury, travel amongst this influential audience.
We are also exploring direct integration of brand segmentations which is super exciting – watch this space!
If a client wants to target fashion enthusiasts, we can build that persona and it can be bought through EntityX or Eyeota. With EntityX we have a media + data offering that understands the audiences’ interest profile and matches it to addressable inventory. It’s cultural activation, that works in privacy-restricted environments and arrives in the form of a deal ID.
Eyeota is a data offering which utilises a geo-based model to integrate. Hundreds of audience segments are available to activate through their partner platforms.
What gap in the market made this partnership approach necessary?
A recent observation is that the language used in research, data and programmatic teams differ.
Data and research teams often default to granular, complex terminology that resonates internally but creates a disconnect for media activation teams who rely on efficiency, scale, and clarity to succeed. The goal is to create a symbiosis across all teams.
The focus is taking research-heavy data methodologies and translating them into clear, actionable outcomes that benefit advertisers which they can buy off-the-shelf or customise easily.
Has this shift toward media activation gained traction among competitors, or is Ipsos taking a distinct route?
Ipsos sits on a wealth of unique data assets and has seen interest and traction amongst advertisers from making these addressable within the programmatic ecosystem.
This creates an incremental revenue stream while shining a spotlight on Ipsos across a completely new buying ecosystem. Advertisers know the brand name, but they are often unaware of its programmatic capabilities. It acts as both a commercial expansion and an awareness engine for the business.
What has the initial client reception been?
The market has been receptive. There is a clear appetite for high-quality, survey and panel backed data, connected directly to media inventory rather than standard contextual segments.
It also breathes fresh life into dataset categories that can sometimes feel static or overly academic. Beyond this, we have intentionally created a pricing standpoint accessible to all.
By packaging this programmatically we offer a flexible, tiered options a “try-before-you-buy” approach which permits everyone to sample high-grade data without a long-term contractual lock-in.
