‘Ipsos Iris’ comprises a panel of 10,000 people who will install RealityMine software on all their connected devices to gauge the size of a brand’s audience online more accurately.

Iris will launch in January 2021, when Ipsos becomes the supplier for online measurement body UKOM (UK Online Measurement).

Ipsos and RealityMine previously worked together on a number of audience measurement projects that involved collecting passive digital data.

Neil Farrer, head of audience measurement at Ipsos Mori, said: “When the UKOM opportunity arose, we knew immediately that RealityMine would be the ideal partner to help us design an innovative and future-proof solution covering the measurement and duplication of digital behaviour on smartphones, tablets and desktop computers.

“It builds on Ipsos’s portfolio of UK Audience Measurement Industry Contracts covering Print, Radio, TV, Out of Home, Cross-Media and now online.”