Gemius

What Gemius does

Gemius is a privately-held, digital-native research and technology company founded in 1999 and headquartered in Warsaw, Poland. The company provides audience measurement and cross-media analytics across online, TV, radio, and outdoor (OOH/DOOH) channels, operating in more than 30 markets through 17 regional offices in Europe with a headcount of approximately 300 professionals and a stated customer base of 2,500+.

The company's core technology is a hybrid audience-measurement methodology that fuses site-centric data (collected via tags on websites, stream players, and applications) with user-centric data (from online questionnaires and panelist device-monitoring applications). Two proprietary algorithmic components anchor the platform: Behavioral Panel Synthesis (BPS), which estimates Real Users and removes distortions from multi-device usage, shared devices, and cookie deletion; and Application-Browser merging (AB merging), which deduplicates reach across websites, streaming players, and applications. The portfolio includes gemiusAudience (audience measurement), AdReal (cross-media marketing intelligence), Postbuy (post-campaign analytics), Prism (web/app analytics), Gde (real-time campaign monitoring), AdOcean (ad serving with Dynamic Ad Insertion), Heatmap (engagement visualization), and Mediapanel (Poland's first cross-media single-source survey developed jointly with PBI).

Gemius monetizes through subscription-based licensing of research results (daily/weekly/monthly data files delivered via the e.gemius.com platform) and ancillary professional consulting services. Customers are concentrated among online publishers, media agencies, advertisers, and e-commerce players; named enterprise users include major media holding companies such as GroupM, Publicis Groupe, Wavemaker, OMD, Havas Media, Dentsu, Mindshare, Mediacom, PHD, and Initiative, as well as advertisers like L'Oréal and publishers such as Ringier and Dogan. Its hybrid methodology and panel-based Real Users measurement have been formally recognized as the official or de facto industry currency for digital audience measurement in 10+ European markets.

Name

Gemius

Legal name

Gemius SA

Website

https://gemius.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Gemius is a Warsaw-based digital audience measurement and cross-media analytics company serving publishers, media agencies, and advertisers across 30+ markets via proprietary hybrid methodology combining site-centric and panel data.

Ownership category

akta.pro rank

Product category

Digital Audience Measurement

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)

akta.pro secondary industries

Audience Segmentation, Demographic & Identity Graph Services (MPABAOAH), Data Analytics Integration & Insight Platforms (Research Ops, Dashboards, Insight Repositories) (MPAAALAO), Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Digital audience measurement
• Cross-media measurement
• Advertising analytics
• Media research services
• Campaign effectiveness analytics

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Audience Research Services: Subscription-based access to gemiusAudience research results provided daily, weekly, and monthly. Research results enable publishers to gain advertisers' budgets by providing audience data to media agencies and online advertisers.
2. Cross-media Measurement Solutions: Comprehensive solutions for e-commerce, publishers, advertising agencies and advertisers including single-source data about online, TV, radio and outdoor consumption.
3. Analytics and Planning Tools: Easy-to-use, powerful analytical tools for media planning and optimising online advertising campaigns with online interface and offline analytics app.
4. Data and Consulting Services: Business consultations, solutions and recommendations in the area of online business provided by over 300 professionals across 30+ markets.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Gemius is a digital-native research and technology company that provides audience measurement and cross-media analytics for online, TV, radio, and outdoor (OOH/DOOH) media consumption. The company sells subscription-based access to audience research results, post-campaign analytics, real-time campaign monitoring, ad-serving technology with Dynamic Ad Insertion, and consulting services to publishers, media agencies, advertisers, e-commerce firms, and joint industry committees across 30+ markets. Its flagship gemiusAudience product uses a proprietary hybrid methodology combining site-centric measurement from tagged websites with user-centric panel data, powered by the BPS algorithm, to deliver cookie-independent Real Users metrics.

Product overview

Gemius is a digital-native research and technology company offering a comprehensive suite of audience measurement and analytics products. The portfolio centers on gemiusAudience, a hybrid methodology combining site-centric measurement (tagged websites, stream players, applications) with user-centric panel data for cross-media audience measurement. Supporting products include AdReal (cross-media marketing intelligence), Postbuy (post-campaign analytics), Prism (web/app analytics), Gde (real-time campaign monitoring), AdOcean (ad serving with DAI), and Heatmap (engagement visualization). The Mediapanel product provides single-source cross-media research for Poland. The company has been developing solutions for over 20 years, with cross-media measurement as a focus since 2018, serving online, TV, radio and outdoor (OOH/DOOH) media consumption measurement including walled garden ecosystems.

Differentiator

Problem solved

Functional benefit

Brands

• gemiusAudience: Internet audience measurement research providing detailed information about digital and traditional media usage along with demographic profiles.
• gemiusAdReal
• gemiusPostbuy
• gemiusPrism
• gemiusGde
• AdOcean
• gemiusHeatmap
• Mediapanel

Products and services

• gemiusAudience Digital audience measurement product providing Real Users data and socio-demographic profiles across online, TV, radio and outdoor platforms. Uses a hybrid methodology combining site-centric data from tagged websites and stream players with user-centric panel data and the proprietary BPS algorithm. Designated as the official digital audience currency in 10+ markets for publishers, agencies, advertisers, and joint industry committees.
• gemiusAdReal

Quantifiable outcome

• Results delivered daily - available the next morning for daily files, Mondays for week files, and by the 5th day of next month for monthly files
• +1 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• OOHlifecoreStrategic or Co-development Partner · 9 October 2024Partnership to introduce comprehensive outdoor advertising data in Mediapanel survey. OOHlife provides outdoor advertising data for integration into the cross-media measurement platform.
• YouTubecoreTechnology or Integration · 6 September 2023Gemius PostBuy partnership with YouTube for post-evaluation analytics of cross-media campaigns. Enables tracking and analysis of advertising performance across YouTube and other media channels.
• PBI (Polskie Badania Internetu)coreStrategic or Co-development PartnerJoint development of Mediapanel - Poland's first cross-media single-source survey combining site-centric and user-centric measurement. PBI and Gemius work together on methodology development and market expansion of the research study.
• IAB EuropecoreTechnology or IntegrationMember of IAB Europe Transparency & Consent Framework (TCF). Gemius complies with IAB TCF Specifications and Policies. Identification number within this Framework is 328. Participates in global privacy standards development.

Scale indicators10 records

Direct peers

• Comscore: Comscore is a US-listed digital audience measurement company offering cross-platform audience ratings, Comscore audiences, and campaign analytics. Directly comparable to Gemius: both monetize 'currency-grade' digital audience data sold to publishers, agencies, and advertisers.
• Similarweb: Similarweb provides digital audience, website traffic, and app engagement analytics. Overlaps directly with Gemius Prism/GemiusAudience on traffic measurement, competitive benchmarking, and audience demographics for publishers and advertisers.

Broad incumbents

• Nielsen (Nielsen Media): Nielsen is the dominant global provider of TV and cross-media audience measurement. Comparable at the category level: both sell 'currency' audience data to media buyers/sellers; Gemini operates at regional scale where Nielsen operates at global.
• Kantar (Media Division): Kantar's Media division delivers cross-media audience measurement (including Worldpanel) and is a primary competitor to Nielsen globally. Comparable as a broad market research and media measurement incumbent with subscription-based currency products.
• Ipsos: Ipsos is a top-tier global market research firm with significant consumer insights, media, and audience research practice. Comparable as a broad research incumbent that competes with Gemius in many of the same CEE advertiser RFPs.
• GfK (now part of NIQ): GfK provides market research, consumer intelligence, and audience measurement; merged into NIQ in 2023. Comparable as a broad research incumbent whose consumer-panel methodology overlaps with Gemius's BPS panel-based approach.
• NielsenIQ (NIQ): NIQ is the consumer intelligence arm of Nielsen, formed from the spin-off/merger with GfK. Comparable as a broad panel-based market research incumbent that monetizes measurement data across FMCG, retail, and media categories.

Regional players

• Mediamétrie: Mediamétrie is France's official cross-media audience measurement body — directly comparable in business model (currency-provider for a national market with cross-media coverage). Operates regionally (France) where Gemius operates regionally (CEE).
• Effective Measure: Effective Measure delivers digital audience measurement in APAC and MENA, including panel-based and tagged-site methodologies. Comparable to Gemius as a regional digital audience measurement specialist with similar product/customer mix in different geography.

Others

• Statista: Statista is a leading consumer/market research data provider that aggregates and licenses third-party data to enterprises. Comparable as an 'information intermediary' monetizing audience and consumer data, though Statista focuses on syndicated data while Gemius runs proprietary panels.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GemiusGroup
• LinkedInlinkedin.com/company/gemius
• Xx.com/Gemius

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gemius