Ipsos adds YouTube data to Iris platform

Market research company Ipsos has integrated YouTube data into its audience measurement solution, Ipsos Iris, in collaboration with UKOM.

The integration will include reports against more than 500 audience segmentations across the video-sharing platform, including for publishers and broadcasters that are creating content unique to the platform.

Ipsos Iris is the UK’s industry-endorsed online audience measurement currency and is built to address the increasing amount of time the UK population spends online. By adding YouTube data, media owners, agencies and advertisers will have a greater capacity to analyse media content across key digital platforms in one consolidated space.

Biren Kalaria, Google UK managing director, said: “Innovation in measurement is critical to the continued success of our industry. YouTube plays an important role in everyday viewing across all audiences in the UK and it’s important that our partners have access to a complete picture of online video consumption across screens and platforms.

James Oates, head of Ipsos Iris, added: “The inclusion of video views and watch time across content owners not only enhances the robustness of our platform but also provides our subscribers with a holistic view of media consumption.”