Britain’s online measurement body has appointed Ipsos, as the new supplier of the UK industry-standard, for online audience measurement from January 2021.
The appointment follows a broad industry consultation and a tender process, undertaken to ensure that media owners, advertisers, and agencies can continue to rely on UKOM endorsed data for audience reporting, and be confident that it is at the forefront of an evolving online marketplace. It’s also a recognition of the company’s survey methodology, which produces audience metrics on PAMCo, RAJAR, Route, IPA TouchPoints and the BARB Establishment Survey.
This means that :
Ian Dowds, UKOM CEO, said: “We recognize a growing desire from publishers, agencies, and marketers for a more joined-up view of online audiences in the UK. What set the Ipsos approach apart was its single-source approach to building, via rigorous establishment survey, a high-quality panel of 10,000 consumers willing to participate in research and install meters on multiple devices. Ipsos’s methodology measures the individual consumer, not separate devices or browsers, making the data straightforward and transparent.”