Market & Financial Intelligence Platforms · vs · Cross-Media Audience & Attention Measurement
Similarweb vs Tobii
Structured technology and market comparison · 2026
Direct Feature Comparison
Similarweb · vs · Tobii| Attribute | SISimilarweb | TOTobii |
|---|---|---|
| Market Cluster / Sector | Market & Financial Intelligence Platforms | Cross-Media Audience & Attention Measurement |
| Business Model / Role | Data Provider / Broker | AdTech Vendor · Data Provider / Broker |
| Platform Focus | Digital intelligence software for web, app, ecommerce, and advertising insights. | Eye-tracking software and licensing for automotive, XR and research markets. |
| Company Size | 1,001–5,000 employees | 501–1,000 employees |
| Headquarters | Israel | Sweden |
| Year Founded | 2009 | 2001 |
| Dossier & Alternatives |
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Comparison Analysis
What is the main difference between Similarweb and Tobii?
When comparing Similarweb and Tobii, both platforms operate within the Measurement & Analytics Platform and Data Provider / Broker ecosystem. Similarweb is positioned as Digital intelligence software for web, app, ecommerce, and advertising insights, whereas Tobii focuses on Eye-tracking software and licensing for automotive, XR and research markets. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to Similarweb and Tobii?
When evaluating Similarweb and Tobii, enterprise buyers also consider other platforms in Measurement & Analytics Platform and Data Provider / Broker. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
How do the corporate scale, structure, and headquarters of Similarweb and Tobii compare?
Similarweb is headquartered in Israel (founded in 2009) with 1,001–5,000 employees. Tobii is based in Sweden (founded in 2001) with 501–1,000 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: Similarweb vs Tobii
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
Similarweb
Recent Signals
- ·onlinemarketing.dePlatform
X Loses Users in EU and Globally, Ad Revenue Declines
X (formerly Twitter) is losing users in the EU and worldwide, with ad revenue declining sharply. Per DSA data, EU monthly active users fell to 100.9 million, down from 102 million. Similarweb data shows 123.7 million daily active mobile users in July 2026, a 7% drop year-over-year. Ad revenue for H1 2026 was $710 million, down 18.4% from the previous year. The platform also faces regulatory pressure from the EU Commission, which fined X €120 million under the DSA. The decline in user engagement threatens not only X's advertising business but also the data supply for Musk's AI company xAI, which trains Grok on X posts.
- X reported 100.9 million average monthly active users in the EU per DSA report, down from 102 million.
- X's H1 2026 ad revenue was $710 million, down 18.4% year-over-year.
- Similarweb data shows X had 123.7 million daily active mobile users in July 2026, a 7% drop from the previous year.
- ·Retail-NewsSEO
Organic Visibility of German Online Shops Declines Significantly
A study by Sistrix and LEAP reveals that the organic visibility of major German online shops dropped by 16.7% in 2026, the first decline in years. Concurrently, AI Overviews have tripled in presence, appearing in 14.2% of analyzed keywords. Despite this, shops are only cited in 5.3% of AI Overviews, widening the gap. Organic traffic share fell from 42.5% to 33.3%, translating to a €7.5 billion annual loss in organic-influenced revenue. AI Overviews are most prevalent in informational searches (69.7%) but rare in transactional ones (0.2%), indicating a shift in the research phase. Strong SEO domains are more frequently cited by AI, with a correlation of 0.66. The study recommends optimizing for AI citation and improving conversion rates, as 76% of top shops lack A/B testing tools.
- Median organic visibility of German online shops fell 16.7% year-over-year in 2026.
- AI Overviews presence tripled from 4.3% to 14.2% of keywords.
- Organic traffic share dropped from 42.5% to 33.3%.
- ·MeediaAudience & Traffic
Ippen Brands Lose Massive Traffic in October 2026
According to Similarweb data for October 2026, several German online media brands owned by Ippen Digital experienced significant traffic declines. Ruhr 24 dropped 30.7%, Frankfurter Rundschau 30.1%, and Merkur.de 17.5%, the latter falling to 45.42 million visits, its lowest in 13 months. The losses are attributed to heavy reliance on Google traffic. Meanwhile, public broadcasters like ZDFheute, NDR, MDR, and Tagesschau also saw declines, reversing gains from September's state elections. Bild, ntv, and t-online remained at the top. Overall, 46 of the top 100 sites saw year-on-year declines, but a general negative impact from AI tools like ChatGPT is not yet evident. Some sites like Berliner Kurier grew significantly.
- Ruhr 24 lost 30.7% of its traffic in October 2026.
- Frankfurter Rundschau lost 30.1% of visits.
- Merkur.de dropped 17.5% to 45.42 million visits, its lowest in 13 months.
Tobii
Recent Signals
- ·SmartCommerceProduct & Platform Launch
Shoppable CTV Powered by SmartCommerce: Bringing Retail Results to the CTV Home Screen
On August 27, 2026, SmartCommerce announced Shoppable CTV, a solution that turns CTV QR codes and campaign links into cart-connected retail experiences. The announcement cites AVCA and Tobii research showing contextually targeted CTV ads attract 4x more attention and make 42% of viewers more interested. SmartCommerce's approach is validated by an ADWEEK Media Plan of the Year-recognized campaign with Kargo and Attain that delivered a 10.5% conversion rate and an 8.48% new buyer lift. The company positions the offering as a way to shorten the path from Connected TV engagement to retailer carts as U.S. CTV ad spending is projected to reach $41 billion by 2027.
- On August 27, 2026, SmartCommerce announced Shoppable CTV, a solution that connects CTV QR codes and campaign links to cart-connected retail experiences.
- U.S. CTV ad spending is expected to grow to $41 billion by 2027; more than 85% of U.S. households are streaming, and CTV represents 45% of total TV viewership.
- Research from AVCA and Tobii cited in the announcement found that contextually targeted CTV ads attracted 4x more attention and made 42% of viewers more interested in the brand and products.
Compare their exact ecosystem overlaps.
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