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Commerce media: how to tell if you have an opportunity
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London, UK – 17 September 2026 - Insight by Confused.com has launched a new offsite commerce media proposition, which enables brands to connect relevant products with its comparison-shopping audiences beyond insurance for the first time.
Connect from Insight by Confused.com is built on anonymised, blended audience signals, the offering gives brands across all sectors access to intent-based customer segments across thousands of online publishers and streaming platforms.
As the UK's first car insurance comparison site, Confused.com has helped consumers shop for insurance, utilities and financial products for over 20 years. Now, the new capability uses Insight by Confused.com’s anonymised audience signals to connect companies with specific groups of customers, matched using Epsilon’s graph, CORE Identity.
Richard Robinson, General Manager, Insight by Confused.com, said: “We're excited to give brands access to audience signals built from real comparison-shopping behaviour. When people research car, home, pet or travel insurance, they're often making other purchasing decisions at the same time. Commerce media lets us extend those signals beyond our own environment, helping advertisers reach genuine, in-market audiences across the channels they use every day, with clear measurement of outcomes.”
Campaigns can run across connected TV, online video, display and audio to build awareness, drive consideration and support conversion. Audience consistency is maintained across every channel, and Epsilon's closed-loop measurement lets advertisers tie media impressions all the way to sales.
For advertisers in insurance, utilities and financial services, Insight by Confused.com provides access to consumers who are actively seeking quotes or approaching a renewal date, connecting with them at the point of active consideration rather than relying on broader contextual or behavioural signals.
For non-insurance advertisers, from automotive and retail to telecoms and travel, the same audience signals connect them with relevant audience groups. These can include car owners, homeowners, families with children, business owners and high-net-worth households, allowing brands outside Confused.com's core categories to reach valuable, addressable audiences at scale.
Tim Frankcom, CEO, Epsilon UK, said: “The breadth, depth and intent behind Insight by Confused.com's audience signals creates valuable opportunities for advertisers across multiple categories. By activating those signals through Epsilon CORE Identity, brands can reach addressable audiences across the open web and measure the impact on business outcomes. It gives advertisers a way to combine trusted comparison-shopping signals with closed-loop measurement.”
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About Insight by Confused.com
Insight is the intelligence business which sits behind Confused.com. Leveraging millions of consumer insurer journeys each month, Insight has a unique view of the UK household enabling brands to see their market more clearly, respond to change with confidence and win more of the right business. For more information visit insightservices.uk
About Epsilon
Epsilon is a global leader in data and identity with deep expertise in digital advertising, retail media and loyalty. Epsilon helps brands deliver personalised experiences at scale and build lasting customer relationships by unlocking the full potential of data and identity. Epsilon operates in 30+ countries across EMEA, the Americas and APAC with more than 8,000 employees.
