Ipsos recently hosted the Driving Digital Growth event and were thrilled to have Samantha introduce dmg::ID, which brings user touchpoints across their brand portfolio together. With 90m+ unique IDs across 74 markets, this was always going to be a unique challenge on a huge scale.

The Ipsos iris platform has been utilised to enable improvements in the scope of their audiences, particularly for demographic data, built using site behaviours and deterministic data. Samantha highlighted that she could use a basic report from Ipsos iris to highlight audience affinities which they hadn’t previously considered, which directly led them to get better behavioural-based demographic segments. These insights have led to substantial increases in targetable unique browsers as well as better understanding of page view frequencies.

Watch Sammie’s full presentation below to understand how MMM achieved their enhanced demographics goals with Ipsos iris.