Ipsos iris Adds YouTube CTV Audience Data

In Australia, Ipsos says it has strengthened its iris digital audience measurement currency, adding enriched YouTube audience reach and watch time data for connected TV (CTV), via a collaboration with Google and IAB Australia.

iris has been Australia's online audience measurement solution since January 2023 and is endorsed by IAB Australia. The tool provides transparent and comparable data and a 'complete' view of digital consumer behaviour to media owners, agencies and advertisers. The latest announcement follows the release in May of data on YouTube video audience and watch time across mobile, desktop and tablet. Ipsos says that as YouTube audiences continue to grow, publishers and broadcasters are evolving bespoke content strategies for the platform, for which the research firm will now break out YouTube measurement and report against more than 500 audience attributes.

Simon Wake (pictured), Ipsos Australia CEO comments: 'We are thrilled to be the first market outside of the US to incorporate YouTube CTV audiences into the official digital measurement currency Ipsos iris. The inclusion of the total audience for YouTube content across all the main personal devices and in home viewing on CTV not only enhances the robustness of our platform but also provides our subscribers with a holistic view of digital video consumption that now includes OzTAM BVOD and tagged websites'. IAB Australia Chief Exec Gai Le Roy adds: ''Once again Australia is leading the way in a collaborative approach to digital audience measurement providing the market with credible and comparable data across digital screens'.

Web site: https://iris-au.ipsos.com .

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