UKOM, (UK Online Measurement Ltd), the cross-industry body which sets and governs the standard for UK online audience measurement, has appointed Ipsos MORI to carry out this online audience measurement study, “Ipsos iris”, from January 2021.
The Ipsos iris study aims to cover the audience measurement of the number of individuals using websites, applications, search, social and advertising networks across multiple platforms (PC/laptop, smartphones and tablets) for UK home, workplace and other location audiences. Activity is measured via a script/cookie placed on an online publisher’s site and all collected data is anonymised and fused with other sources of data to create a synthetic dataset before being shared with the online publisher or forming part of the overall industry statistics. The results of the study will help online publishers and the industry better understand the profile and behaviour of their audiences and to optimise content and/or plan their online strategies.
A web intercept survey may be introduced through the same tag if approved by the online publisher. The purpose of the web intercept survey is to better calibrate demographic profile representation of the website/application and its sections in the delivered data. There is a separate privacy notice for this aspect of the study which will be made available to you, should you be asked to take part.