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Head-to-head · Audience Analytics Software

Ipsos iris vs YouGov Profiles

  • Updated Nov 2026
  • Both researched from official sources
  • 5 checks side by side
Higher score Ipsos iris #5 in Audience Analytics Software 9.0/10 Pricing on request ✓ 4 of 4 features Visit Ipsos iris
YouGov Profiles #6 in Audience Analytics Software 8.9/10 Pricing on request ✓ 0 of 4 features Visit YouGov

Ipsos iris leads on 0 checks, YouGov Profiles on 0, and 5 are even. Who comes out ahead on the 5 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreIpsos iris · 9.0/10
  • Most featuresIpsos iris · 4 of 4

Ipsos iris scores higher on our rubric for audience analytics software: 9.0 against 8.9 out of 10; our editors rank them #5 and #6.

Ipsos iris is the better fit for national digital audience measurement programs. YouGov Profiles is the better fit for multi-market audience profiling and activation.

  • Ipsos iris fits best

    National digital audience measurement programs

  • YouGov Profiles fits best

    Multi-market audience profiling and activation

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Side by side

Feature Ipsos iris 9.0/10 Visit ↗ YouGov Profiles 8.9/10 Visit ↗
At a glance
Editor score 9.0 8.9
Ranking #5 in Audience Analytics Software #6 in Audience Analytics Software
Best for National digital audience measurement programs Multi-market audience profiling and activation
Pricing model Paid Paid
Starting price Pricing on request Pricing on request
Free plan — Not checked yet
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Built for Mid-market, Enterprise Small business, Mid-market, Enterprise
Features Ipsos iris 4/4 · YouGov Profiles 0/4
Psychographic data ✓ (best) Not checked yet
Media measurement ✓ (best) Not checked yet
Social audience data ✓ (best) Not checked yet
Survey and attitudes ✓ (best) Not checked yet
Specs
Geographic scope National Not checked yet
Audience refresh Daily Not checked yet
Our review
Pros
  • Combines representative panel data with site-centric measurement
  • Daily reporting covers reach, time spent, video and audience segments
  • Offers website tagging, app SDK, respondent data and API access
  • Profiles segments across millions of demographic, behavioral, and media variables.
  • Covers 49 markets, with data refreshed weekly.
  • Supports activation to Google DV360, Meta, and The Trade Desk.
Cons
  • Focused on UK audience measurement
  • Pricing is by contact with sales rather than standard published plans
  • Website tagging and app SDK measurement require implementation
  • Pricing requires contacting sales.
  • Audience data is based on YouGov panel data.
  • The wide range of variables may exceed the needs of teams seeking simple analytics.
Our verdict

For media agencies, media owners and advertisers, Ipsos iris measures UK online audiences across websites and apps on computers, smartphones and tablets. It combines a representative panel with site-centric measurement, covering audience…

Read the review →

YouGov Profiles helps brands, agencies, and other organizations define and understand consumer audiences using YouGov panel data. Filters span demographic, psychographic, attitudinal, behavioral, brand, media-consumption, hobby, and…

Read the review →
  1. Ipsos irisAudience Analytics Software 9.0Pricing on request
  2. YouGov ProfilesAudience Analytics Software 8.9Pricing on request

Strengths and trade-offs

  • Ipsos iris — where it wins

    • Combines representative panel data with site-centric measurement
    • Daily reporting covers reach, time spent, video and audience segments
    • Offers website tagging, app SDK, respondent data and API access

    Where it doesn't

    • Focused on UK audience measurement
    • Pricing is by contact with sales rather than standard published plans
    • Website tagging and app SDK measurement require implementation

  • YouGov Profiles — where it wins

    • Profiles segments across millions of demographic, behavioral, and media variables.
    • Covers 49 markets, with data refreshed weekly.
    • Supports activation to Google DV360, Meta, and The Trade Desk.

    Where it doesn't

    • Pricing requires contacting sales.
    • Audience data is based on YouGov panel data.
    • The wide range of variables may exceed the needs of teams seeking simple analytics.
  • Ipsos iris9.0/10 · Pricing on request

    National UK audience measurement combining panel and site-centric data.

    Visit Ipsos irisFull verdict →
  • YouGov Profiles8.9/10 · Pricing on request

    A broad, frequently refreshed audience intelligence tool for cross-market analysis and activation.

    Visit YouGovFull verdict →

More comparisons

All audience analytics software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Nov 2026

Last updated · How we research and update