Frequently Asked Questions


What is Ipsos iris?

Ipsos iris is the only UKOM endorsed service for the measurement of audiences for online content and ad campaign verification.

Ipsos iris is an online measurement solution that allows media agencies, owners, and advertisers to get total understanding of the UK’s online audiences.

What distinguishes the Ipsos methodology?

Ipsos iris has built a single source research panel, demographically and geographically representative of the UK population, of 10,000 consumers willing to install meters on multiple devices. This approach means data is grounded and provides potential flexibility to be fused with other media industry audience data sets.

How can I access the Ipsos iris data?

There are various ways for subscribers to access and analyse the data:

  • Online cloud-based platform
  • Respondent-level database
  • Direct access via an application programming interface (API)
  • Bespoke reporting (thought pieces, infographics, etc.)
Who do I contact for more information on the Ipsos iris solution?

For more details please contact or

Can I get a free trial?

Trial passes can be arranged on a per business basis. Please reach out to us here. (

Who is responsible for Ipsos iris?

Based in the UK, the Ipsos iris team consists of over 60 people made up of researchers, data scientists, developers, and our commercial team. You can find out more here:

The Panel

Who makes up the panel?

The 10,000-respondent panel consists of adults aged 15+, and is recruited to be representative of the UK population in line with the population calculated by the PAMCo establishment survey. We represent TV and Government Office Regions across England, Scotland, Wales, and Northern Ireland.

How was the panel recruited?

We use a combination of offline and online recruitment methods to balance the need for a high-quality sample, where all internet users have an equal chance of being selected. Go to to find out more.

What demographics are available?

Demographics available for analysis include: gender, age, social grade, working status, household composition, and geographical area. These are gathered via a recruitment questionnaire we administer to all panellists when they join.

Which devices are measured?

We collect data across all devices that achieve at least a 10% share of all internet traffic: desktop/laptop, tablet, and smartphone.

What plans are there to include devices not currently measured, e.g. Smart TVs, Smart Speakers

We are continuing to work with UKOM and all industry stakeholders to assess demand and requirements for additional devices and online content, and will develop relevant solutions as and when required.

What is the panel breakdown by device?

These figures are in line with the establishment survey:
Smartphone – c.95%
Computer – c.82%
Tablet – c.69%

How are smaller sites measured?

Ipsos and UKOM strongly recommend that all sites tag, to avoid falling below the minimum threshold.

How it works

How is panel and census data combined?

In order to successfully create respondent level data, we developed synthetic populations as ‘containers’ for data. This involves a series of steps including ascription, expansion, and fusion to produce the end-level database. Where sites are tagged, activity from the panel is matched to accurately project daily, weekly, and monthly audiences.

How frequently is the Ipsos iris data released?

Daily data is available with a one-day delay, e.g. Wednesday data will available on Friday, and the monthly dataset is published here 15 working days after the month’s end. Overnight reporting is top level only and the monthly release includes full set data that can be broken down daily if required.

What implications does this have for the future of cross-media audience measurement in the UK?

PAMCo has consistently used UKOM-endorsed online audience data to produce robust cross-platform measurement for the news and magazine industries.

The Ipsos iris solution allows for the development of more straightforward fusions with data sources in other media sectors.

How does the transition work for brand heirarchy?

Ipsos have created a bespoke brand hierarchy based on IAB approved guidelines for which all sites, apps, and sections are classified.


What is the tagging process?

Ipsos iris requires tags to be added to any websites that you want to be monitored. Tags from previous suppliers will not be automatically replaced. After a publisher places their tag, they should inform Ipsos to verify if the tags are running properly. As a second step, Ipsos will check if this is the case and verify on their end with the publisher that the tag is working.

For mobile apps, a Software Development Kit (SDK) is available and should be incorporated to ensure coverage of app traffic is also included

Do my digital brands need to be tagged even though there will be panel-based audience measurement data?

The tagging of your online properties provides full census-based daily estimates of use. Any brands/apps that aren’t tagged can be reported via our panel if sample size permits. However, we will not have content-centric census-based audience measures to weight to.

What happens if I'm unable to tag?

In some limited cases we can provide a server to server solution which allows a similar functionality to tagging.


What is UKOM?

UKOM, or “UK Online Measurement”, is where industry stakeholders come together to define and govern a UK industry standard for online audience measurement across PCs, tablets, and smartphones across the full range of text, video, and audio content.

Why does UKOM endorse Ipsos iris?

UKOM’s previous contract was awarded in 2012. Good governance required that UKOM conduct a regular market review and explore the capabilities that exist. Ipsos launched Ipsos iris to meet these requirements, and won the contract in 2020.

Why did Ipsos win the endorsement?

Ipsos was judged to have the best methodology and planned resource to build a solution fit for the future of UK online audience measurement.

Were there pre-existing examples of the sort of solution proposed in the Ipsos contract with UKOM?

Yes. Ipsos currently works on the BBC Compass project which focuses on understanding audience behaviour across all BBC platforms. The Compass online panel of c.2,500 has been integrated into the Ipsos solution for UKOM.

How long is the new contract?

The original endorsement contract was for five years from January 2021 to Dec 2025. The was extended up to 2027 in spring 2023.

What impact will there be in terms of UK regulation on the future of online measurement?

The UK’s communications regulator Ofcom will be put in charge of regulating the internet. In turn, Ipsos will continue to work closely with UKOM and implement any changes that will be deemed necessary.

Who should I speak to if I have questions about the UKOM decision process?

Please contact for any queries.


How is the data relevant for digital planning?

The Ipsos iris data generates a comprehensive and robust measure of UK audience behaviour online on PCs, tablets, and smartphones via browsers and applications. It can form part of any communications, planning, or buying strategy which can be better informed based on data, such as the daily, weekly, or monthly reach for a site or section of website or app, of any demographic audience.

The insights gained of comparative time spent on sites and apps, and frequency of visit, by device, along with any overlap and exclusivity of audiences for publishers or clients. Agencies and advertisers can be assured that the data is comprehensive, independent, objective, and consistent across all media properties.

What else can I do with Ipsos iris data?

The addition of time of day and day of week can be used to enrich planning options. Furthermore, behavioural cluster groups have been developed in addition to standard demographics.

Is Ipsos iris GDPR compliant?

Yes, Ipsos are working closely with UKOM and the industry to ensure we are fully GDPR compliant.

Does Ipsos continue to support bespoke work?

Yes. Please get in touch for more information.

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