Vividata and Ipsos team up on Canadian audience measurement

The partnership will combine consumer insights data from Vividata’s survey of the Canadian consumer (SCC) with behavioural data from Ipsos’ ‘Iris’ service. 

Iris will comprise a cross-device, cross-media panel of 4,000 participants and provide daily and monthly digital audience metrics for Canadian advertisers and publishers.

The agreement expands Vividata’s existing Metrica digital consumer panel, which uses the same RealityMine passive metering technology as Iris.

Recruitment for the panel is due to start in the third quarter of this year and it is expected to begin digital audience measurement in the second quarter of 2021.

Pat Pellegrini, president and chief executive, Vividata, said launching the service in Canada will "allow the growing and complex digital ecosystem to have greater transparency and enable cross-media measurement for publishers, agencies and marketers".

Gary Bennewies, president and chief executive of Ipsos Canada, said: "Ipsos iris is another significant step in growing our relationship with Vividata, by leveraging Ipsos’ global capabilities to bring industry leading audience measurement solutions to the Canadian market."

Ipsos Iris is set to launch in the UK in January 2021, when Ipsos becomes the supplier for UK online measurement.