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As of January 2021, Ipsos iris is the new UKOM endorsed solution for online audience measurement.   

Ipsos iris has been designed for the needs of the industry; via a rigorous, simple and transparent single-source solution we’ll provide more frequent and granular data of online audience behaviour.

A key part of the solution is tagging. This article explains the importance of tagging and more about the Ipsos iris project.

Why tag?

Tags help ensure that your assets, including websites and apps, and the content therein (written or video) are measured across all devices and represented completely to the marketplace.

Some key benefits of the tag include:

  • Full measurement of your audience reach, including Active Time Spent
  • Guaranteed reporting data for smaller web properties that may be under-represented by the user-centric panel
  • Extending the reach of our user-centric panel from 25,000 to potentially millions of devices

What are tags?

Tags are a fast loading snippet of code embedded on a website (see below for apps) to perform a specific task. The tag loads asynchronously, meaning it loads alongside other tags your site may use. Tag load times are typically 5 milliseconds. This is as fast as a honey bee flaps it’s wings once! [source: Wikipedia]

For audience measurement tags help collect information about visitors and how they behave on websites across desktops, smartphones and tablets. Through this method we collect engagement on domains, sub-domains and pages alongside useful device-level information.

The data collected via our tags reinforce the multi-vector approach that Ipsos uses to measure audiences in an increasingly privacy centric world. These include measuring via the following:

  • A GDPR compliant opt-in panel to understand passive user-centric behaviour across the web and apps
  • Tags to collect site-centric engagement on publisher domains and apps
  • Device fingerprinting to profile behaviour of groups of devices

With data collected from site-centric tags, tagged apps and user-centric panel, Ipsos can create unique user profiles that allow us to understand and de-duplicate audiences across devices, web properties and apps.

Can you tell me more about the irisID?

The Ipsos irisID is an identifier that ascribes individual behaviour within our Ipsos iris panel and tagged properties to a larger data set. No single user can be profiled in the data output. This practice has its foundations in Differential Privacy. You can read more about this here

The irisID will provide insight into the behaviour of aggregated devices in the UK. irisID is futureproof because cookies, which store information about users visiting sites online, are an input, but not the foundation of the Ipsos iris methodology.

Our deliberate approach to futureproof the irisID looks to be a solid approach in the coming years, as major browser vendors choose to phase out support for cookies.

What about mobile apps?

We plan to support measurement of mobile apps to collect similar engagement data within apps as we do for publisher’s websites.

In-app measurement will be via Software Development Kits (SDK) available for both iOS and Android. Integration will be straightforward for mobile app developers.

We expect mobile SDKs to be ready from July.

So, I’d like to tag, what next?

Ipsos will work with publishers to agree how they wish their brands to be structured within Ipsos iris. Once this structure has been agreed tags and technical documentation will be provided to publishers through an administrative interface.

Tags are straightforward to implement within a publishers existing setup, whether you implement tags directly onto a page or through a tag manager such as the Google Tag Manager (GTM).

Developers, therefore, need some knowledge of how to set up tags within their site environment.

Tags will be made generally available from August 2020 through an online tag portal, free for all publishers. If you would like to participate in an early trial of our tags, please register your interest here and we will be in touch