gemiusAudience is a state-of-art digital audience measurement due to the hybrid methodology used. It combines the site-centric data acquired from the tagged websites, stream players and applications with the user-centric data collected from the online questionnaires and monitoring application installed on the panelists’ devices. The declarative and real activity information is fused to create the unified user-centric data.


The site-centric data is acquired from tagged websites, stream players and applications.

The user-centric data (including extensive socio-demographic characteristics) is collected from online questionnaires filled in by respondents (declarative information), as well as from the monitoring application installed on the respondents’ devices (real activity information).  The declarative and real activity information is fused to create the unified user-centric data.

Additionally, the user-centric data is re-scaled for the establishment study, so that it is representative of the general population characteristics.

The site-centric and user-centric data sets are combined in a way that allows benefits to be drawn from both: very precise information about the users’ consumption of content on websites, streams and applications, and the socio-demographic and behavioural characteristics of these users. 
In the data processing phase several verification steps are applied, including filtering out abusive events (e.g. automatic refreshes, extreme activity, etc.) and data quality tests.

The results allow the analysis of the reach and audience segmentation for the whole market, as well as for the specified target groups (based on both socio-demographic characteristics and behaviours). 

The algorithms for the calculation of the Real User metric and related Reach metric eliminate the influence of the following situations: several users sharing one computer, one user using multiple computers, one user using many devices (e.g. computer + tablet + smartphone), and the deletion of cookies by the user.

With the popularisation of the usage of many devices by the same user, the need to deliver one de-duplicated figure, describing the de-duplicated Reach and Real User values for all device platforms together, has been addressed with the innovative Behavioural Panel Synthesis (BPS) methodology.

gemiusAudience results:

  • socio-demographic and behavioral target groups
  • device platform split with Real Users de-duplication for Total Reach
  • stream and application measurement included websites, streams and applications measurement for  both tagged and non-tagged
  • online near real-time interface and  a comprehensive offline analytical application

The Real Users in gemiusAudience research are actually real!

Research results