UKOM extends Ipsos online audience partnership until 2027

UKOM appointed Ipsos in 2020 to be its UK audience measurement supplier from 2021 onwards, replacing Comscore.

‘Ipsos iris’ combines a single-source 10,000-person panel with meters installed across personal devices which passively measure the usage of websites and apps. Data is also combined with census derived data.

Ipsos has also announced that it has added insights from video data to the platform. The development will offer users in the UK more insights on online video consumption, including the types of videos being watched, the devices they are being watched on, and the demographics of viewers.

Ian Dowds, chief executive, UKOM, said: “‘Ipsos iris’ is a vital part of the UK online audience measurement landscape, and we are pleased to extend our partnership with Ipsos. The new developments in video insights demonstrate Ipsos’ commitment to continuously innovate and meet the evolving needs of subscribers.”

James Oates, head of ‘Ipsos iris’, said: “We are delighted to announce the extension of our endorsement by UKOM, building on positive customer feedback, and excited to continue working with our partners to provide the most comprehensive online audience measurement solution available.”

The digital audience measurement currency has also recently expanded to Australia, after being endorsed by IAB Australia.