Ipsos iris

UK Online Measurement Ltd, (UKOM), is an industry body established and owned by the industry to oversee and provide governance for internet audience measurement in the UK.  UKOM exclusively endorses a chosen research provider, currently Ipsos, to deliver a measurement product to a pre-determined specification. Ipsos therefore owns and operates Ipsos iris under UKOM oversight and the data is available to subscribers.

Ipsos iris is a single source people panel and site-centric solution designed to measure UK usage of PC/laptop, smartphone and tablet internet, delivering data for key metrics, usage by people, with duration and views alongside a range of demographics (along with segmentation by regions/cities/towns, lifestyle and ethnicity), by time of day, day of week or monthly.

A number of standard reports are available via a subscription user interface (reports – media, category, profiling, ranking, cross-visiting, dayparting and trend analysis) on a monthly basis and Ipsos can undertake custom work or fusions to client datasets if required.

Being built upon a 10,000 strong people panel, who give their explicit consent to have their internet activity monitored, Ipsos iris is relatively future ready in the event of a complete removal of third-party cookies.  However, the census network would be impacted and as a consequence the audience numbers reported could drop. To compensate for this alternative solutions to replace third-party cookie derived data have been identified, including server-to-server feeds and working more closely with site/app publishers to use permissioned first-party data.

Contact: Ian Dowds, CEO