Bloomberg integrates Similarweb data for investment insights

Bloomberg announced on June 4, 2025—five days ago—its integration of Similarweb's web traffic data into the Bloomberg Terminal through its {ALTD<GO>} platform. This integration expands the financial information giant's alternative data capabilities by adding real-time web traffic analytics to complement existing consumer transaction and foot traffic datasets.

The partnership brings comprehensive digital intelligence data to Bloomberg Terminal users, drawing from Similarweb's monitoring of over 200 million devices, 100 million websites, and 4 million applications worldwide. According to the announcement, the web traffic dataset provides granular, daily-level intelligence on web traffic across 190 countries, delivered with a 7-day lag and including 5 years of historical data.

Richard Lai, Global Head of Alternative Data at Bloomberg, emphasized the significance of predictive signals in volatile markets. "By embedding Similarweb's digital intelligence data directly into the Bloomberg Terminal, we're enabling our clients to make timelier and better-informed investment decisions through another incredibly powerful dataset," Lai stated in the announcement.

The technical implementation doubles company coverage within Bloomberg's {ALTD<GO>} platform to more than 3,000 companies, encompassing both international and private entities. This expansion addresses growing demand for alternative data sources that can provide early indicators of company performance before traditional financial metrics become available.

Similarweb operates through what the company describes as a multidimensional approach to measuring digital activity. The platform collects data from four primary sources: first-party analytics from millions of websites and applications, anonymous traffic data from devices running Similarweb products worldwide, algorithmically captured public data from sources including Wikipedia and census information, and pre-analyzed data from global partners including data processing services, internet service providers, and measurement companies.

The data processing infrastructure handles substantial volumes of information daily. According to company documentation, Similarweb processes 10 billion digital signals daily, analyzes 2 terabytes of data, employs over 200 data scientists, and generates more than 10,000 traffic reports each day. This processing power enables the platform to track 6 billion keywords, 235 million e-commerce product SKUs, and 250 million display advertisements across 210 industries.

Or Offer, Co-Founder and CEO of Similarweb, highlighted the significance of digital footprints in modern business analysis. "In today's digital-first economy, a company's online footprint often reveals shifts in performance long before traditional indicators," Offer explained. The partnership aims to provide investors with capabilities to identify emerging trends and benchmark competitive activity within existing Bloomberg Terminal workflows.

Bloomberg's {ALTD<GO>} platform, launched in 2023, previously incorporated consumer transaction data analytics from Bloomberg Second Measure and foot traffic analytics from Placer.ai. The addition of Similarweb data creates what Bloomberg describes as a multi-dimensional view of company performance and macroeconomic shifts.

The integration specifically targets high-interest sectors including Software as a Service, e-commerce, artificial intelligence, streaming services, telecommunications, media, technology, and healthcare. These sectors represent areas where digital traffic patterns often correlate with business performance and revenue trends.

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Similarweb's data collection methodology relies on advanced artificial intelligence algorithms developed by a team that includes 50 PhD researchers. The company's data synthesis process converts what it terms "noisy online data" into standardized signals, enabling fair comparisons between websites and applications across different platforms and regions.

The financial services industry has increasingly embraced alternative data sources as traditional metrics provide limited real-time insights into company performance. Web traffic data offers particular value for technology companies, e-commerce platforms, and digital service providers where online engagement directly correlates with revenue generation.

Bloomberg's platform serves institutional investors, hedge funds, and research analysts who require early indicators of market movements and company performance. The integration of Similarweb data enables these users to identify potential investment opportunities or risks based on changes in digital engagement patterns before such changes appear in quarterly earnings reports.

The announcement represents Similarweb's continued expansion into financial markets. The company, publicly traded on the New York Stock Exchange under ticker SMWB, has focused on providing digital intelligence to marketing and business development teams. This partnership with Bloomberg marks a significant extension into investment and financial analysis applications.

Technical specifications for the integration include daily data updates with comprehensive historical context. The platform tracks website traffic patterns across desktop and mobile devices, application usage statistics, search keyword performance, and digital advertising engagement metrics. This breadth of data enables analysts to construct detailed pictures of company digital performance trends.

The seven-day data lag ensures accuracy while maintaining near real-time relevance for investment decisions. Five years of historical data provides context for identifying seasonal patterns, long-term trends, and anomalous performance periods that might indicate significant business developments.

For marketing professionals, this development signals the growing recognition of digital metrics as fundamental business indicators. Web traffic data, previously considered primarily relevant for marketing optimization and competitive analysis, now directly influences investment decisions and company valuations.

The partnership also reflects broader trends in financial markets toward incorporating non-traditional data sources. Alternative data, including satellite imagery, social media sentiment, and mobile location data, has become increasingly valuable for investment analysis as traditional financial reporting provides limited real-time insights.

Bloomberg's expansion of alternative data capabilities demonstrates the financial industry's commitment to incorporating comprehensive digital intelligence into investment strategies. The integration of web traffic data alongside transaction and foot traffic analytics creates unprecedented visibility into company performance across multiple dimensions.

This development may influence how companies approach their digital presence and online engagement strategies. Knowing that institutional investors monitor web traffic patterns alongside traditional financial metrics could lead organizations to prioritize digital performance as a component of investor relations and corporate communication strategies.

The implementation also establishes new benchmarks for digital performance measurement in investment contexts. Standardized web traffic metrics accessible through Bloomberg Terminal may become industry standards for evaluating digital company performance and competitive positioning.

Similarweb's integration with Bloomberg Terminal represents the maturation of digital analytics as a mainstream component of financial analysis. The partnership positions web traffic data as essential intelligence for modern investment decision-making, potentially influencing how companies allocate resources toward digital engagement and online presence optimization.

Timeline

June 4, 2025: Bloomberg announces integration of Similarweb web traffic data into Bloomberg Terminal via {ALTD<GO>} platform, expanding alternative data coverage to 3,000 companies with daily-level intelligence across 190 countries.

2023: Bloomberg launches {ALTD<GO>} Alternative Data Analytics Platform with consumer transaction data from Bloomberg Second Measure and foot traffic data from Placer.ai.

Present State: Platform processes 10 billion digital signals daily, analyzes 2TB of data, tracks 6 billion keywords across 210 industries, providing 7-day lag data delivery with 5 years of historical context.