Ipsos iris Adds YouTube Data

Ipsos, working with Google and UK online audience measurement standards body UKOM, has integrated YouTube viewing data into its iris platform.

UKOM is co-owned by the Association of Online Publishers (AOP), the IAB and ad body ISBA, with the IPA on its board in an advisory role. The organisation was created in 2009 to define and govern the industry standard for UK online audience measurement across PC, tablet and smartphone. Ipsos was appointed five years ago after a tender process, and handles management and sales for iris while UKOM is responsible for its governance, oversight and technical compliance.

The partners say the latest move will provide media owners, agencies and advertisers greater capabilities to analyse media content across key platforms in one consolidated space, and against uniform demographics. As YouTube's audiences continue to grow and ad dollars to follow them, Ipsos iris will break out YouTube measurement and report against more than 500 audience segmentations.

Google UK MD Biren Kalaria comments: 'Innovation in measurement is critical to the continued success of our industry and Google will continue to invest in transparent, fair, consistent and privacy centric solutions. YouTube plays an important role in everyday viewing across all audiences in the UK and it's important that our partners have access to a complete picture of online video consumption across screens and platforms'.

James Oates, Head of Ipsos iris welcome the arrival of YouTube's 'rich data', and comments: 'The inclusion of video views and watch time across content owners not only enhances the robustness of our platform but also provides our subscribers with a holistic view of media consumption. This integration asserts our commitment to delivering market-leading measurement solutions'.

UKOM CEO Ian Dowds adds: 'UKOM is proud to collaborate with Google and Ipsos to deliver this breakdown by organisation in the iris data for YouTube. It is a great example of UKOM's flexible approach towards endorsing what the industry is calling for: trusted, transparent and robust data at an increasingly granular level'.

Web sites: https://iris.ipsos.com and www.ukom.uk.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.