UKOM and Ipsos Unveil iris Measurement Standard

Online audience measurement body UKOM (UK Online Measurement) and Ipsos have announced the official launch of Ipsos iris, the new UK industry standard for online audience measurement.

UKOM's appointment of Ipsos was announced last year. In partnership with mobile research tech firm RealityMine, the firms created the iris single-source panel, comprising 10,000 individuals who have installed the software on all their connected devices (computer, smartphone and tablet), enabling direct observation and understanding of online behaviour rather than relying on complex models to measure duplication. Ipsos iris will also be used for digital data by PAMCo (the Publishers Audience Measurement Company), to provide a complete view of newsbrand and magazine publisher audiences.

Ipsos says the launch is the culmination of several years of consultation, design and implementation, with iris custom-built to serve the evolving needs of the industry. For the first time, UKOM data will cover day of week and time of day over a broader range of audience segmentation, beyond simple demographics. The release of daily data commenced on 18th January, with monthly data available from the end of February.

Ian Dowds (pictured), UKOM CEO, comments: 'The launch of Ipsos iris marks a significant progression in the UKOM story and the interoperability of its single-source data provides an opportunity for any industry initiatives around cross media measurement'. He adds: 'Ipsos has proved itself to be the most resilient and ambitious of partners throughout the pandemic'.

Web sites: www.ukom.uk.net and www.ipsos.com .