Ipsos iris to Roll Out Down Under

Ipsos and IAB Australia have announced that the new Ipsos iris digital audience measurement currency will be launched in early March, following its official endorsement by the association's Board and Measurement Council.

Adopted as the audience currency in the UK two years ago and with its contract there recently extended until 2027, Ipsos iris promises accurate data about the number of people who visit digital content, and the frequency and duration of their visits, tracking behaviour across desktops and laptops, smartphones, and tablets. The privacy compliant service combines metered data from a high quality, nationally representative, single-source passive panel with site-centric census measurement via media owner tagging.

A number of enhancements are scheduled for the next year: the first in Australia will be CTV audience currency integration from a data partnership with OzTAM, providing total (unduplicated) audience currency data for CTV, smartphones, tablets and computers.

The two-year selection process ended with the award to Ipsos due its 'best meeting the standards on criteria across all areas of product along with criteria for operations and a future roadmap'. The IAB Measurement Council comprises 14 media owners, agency and MFA representatives, and as part of the assessment process tested 'several months' of preview data.

Ipsos ANZ CEO Simon Wake, says the service in Australia 'draws upon the innovations of the UK model', and describes it as 'a robust, transparent, and inclusive standardised currency, which leads the world in independent audience measurement'. IAB Chief Executive Gai Le Roy says the tool 'will provide the market with a level playing field in terms of comparison of audience size and characteristics, offering greater confidence to advertisers for media planning decisions and where to invest their budgets', adding: 'It will also provide a pathway to cross-platform and cross-media measurement solutions for the industry into the future'.

The association is online at www.iabaustralia.com.au .