As the new standard in online audience measurement from 2021, Ipsos is leveraging RealityMine, the global leader in metering technology, to create ‘Ipsos iris’—with a cross-device, fully representative panel at its core. The Ipsos iris panel will comprise of 10,000 individuals who will install the RealityMine software on all their connected devices to truly understand reach and duplication across brands and accurately project audiences.

Ipsos iris, Ipsos’s new UK online audience measurement solution, is built for the needs of the industry and will allow media owners, online platforms, agencies and marketers to: reassert their value proposition, have greater differentiation, enable ROI for their clients, and provide a trusted independent foundation to make evidence-based decisions off.

RealityMine’s audience measurement footprint includes contracts with the currency providers in France, Canada, India and Russia, and brings a wealth of experience in online audience measurement to complement Ipsos’s audience measurement tradition and expertise.

“We’re delighted to have been selected by Ipsos as their technology partner for this important new UKOM audience measurement currency,” said Chris Havemann, CEO of RealityMine. “Adding RealityMine’s best in class passive behavioral data collection technology will enable Ipsos iris to measure complex media behavior and will empower its clients to meet the industry challenges to truly understand the mobile, connected consumer in the UK market.”

“We’ve previously worked with RealityMine on a number of Audience Measurement Projects requiring the collection of passive digital data. When the UKOM opportunity arose, we knew immediately that they would be the ideal partner to help us design an innovative and future-proof solution covering the measurement and duplication of digital behavior on smartphones, tablets and desktop computers. RealityMine technology has been a critical component in us winning this important contract,” said Neil Farrer, Head of Audience Measurement, Ipsos MORI. “It builds on Ipsos’s portfolio of UK Audience Measurement Industry Contracts covering Print, Radio, TV, Out of Home, Cross-Media and now online.”