Ipsos iris Teams with Premium Publisher Platform Ozone

Ozone, a UK-based premium digital advertising platform built by publishers, has partnered with online audience measurement solution Ipsos iris to validate its 'Premium Web' audiences.

Ozone brings together data from a variety of publishers, to help them sell ads at scale: its founding shareholders include News UK, Guardian News & Media, Telegraph Media Group, Dow Jones, Mumsnet and BuzzFeed. The firm also operates a biddable management service for smaller publishers, and offers publishers a sustainability programme.

iris is endorsed by UKOM, the UK's digital audience measurement body, to provide transparency in digital media, uses a single source, fully consented passive panel, and outputs no personal data. Initially, the partnership will allow Ozone to validate the demographic profiles of the audiences it connects to via its 'brand safe, privacy first' publisher web sites - but the partners plan to develop further audience and segment validation soon, extending beyond basic demographics.

Ozone CPO Matt Townsend says of the partnership: 'Given we see one third of the UK population across the Premium Web every day, being able to verify the profile of these audiences is incredibly important to our advertiser customers. That's why we looked to Ipsos iris - as UKOM's endorsed industry standard for online measurement - to help us achieve this, and bolster our incredibly rich view of consumers and their interests. While being able to technically integrate has been really important for this project, finding a partner who shares the same principles as us when it comes to data privacy and consent, has been equally, if not more, critical'. Ipsos iris leader James Oates (pictured) adds: 'This is a significant step forward for transparent and trustworthy online audience measurement, and we look forward to exploring further innovations with Ozone in the future'.

Web sites: www.ozoneproject.com and https://iris.ipsos.com .