IAB and Ipsos confirm Iris measurement platform launch date

February 21, 2023 12:01

Digital audience measurement platform Ipsos Iris will be launched in early March after a 12 month delay, finally securing official endorsement by Interactive Advertising Bureau (IAB) Australia’s board and measurement council.

Ipsos Iris is set to provide “accurate data” about the number of people who visit the content of digital publishers and platforms, along with the frequency of visits and time spent by tracking digital audience behaviour across desktop/laptop, smartphone, and tablets, according to a release from the IAB. It uses a hybrid methodology that combines metered data from a high quality, nationally representative, single-source passive panel with site-centric census measurement via media owner tagging.

Ipsos was appointed by IAB in late 2021, replacing Nielsen after ten years of it providing measurement services. It was initially scheduled to begin in Q2 2022.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.