Ipsos has integrated YouTube data into its audience measurement platform, Ipsos Iris, in partnership with UKOM. This integration provides reports on over 500 audience segmentations, benefiting publishers and broadcasters creating unique content for YouTube.
Ipsos Iris is the UK's official online audience measurement tool, designed to track the increasing online activity of UK users. By incorporating YouTube data, media owners, agencies, and advertisers can analyse content across key digital platforms in one consolidated place, gaining a broader understanding of media consumption.
Biren Kalaria, Google UK managing director, emphasised the importance of innovation in measurement, while James Oates, head of Ipsos Iris, said the inclusion of YouTube data enhances the platform's robustness, offering a comprehensive view of media consumption.