Ozone has partnered Ipsos Iris to validate audiences across Ozone’s premium publishers.
The collaboration will be used to authenticate demographic profiles of audiences for Ozone’s view of online reading behaviours across its client base.
In the future, the partnership could develop into providing additional audience and segment validation to extend beyond basic demographics.
“Given we see one-third of the UK population across the premium web every day, being able to verify the profile of these audiences is incredibly important to our advertiser customers,” commented Ozone chief product officer Matt Townsend.
Ozone helps to pool publishers’ data and sell display ads at scale. Its membership includes founding shareholders News UK, Guardian News & Media, Telegraph Media Group and Reach, as well as Dow Jones, Mail Metro Media, PinkNews, Our Media, BuzzFeed, HuffPost, Mumset and Asian Media Group.
Among other tech products, Ozone also offers a biddable management service for small and medium-sized publishers, a sustainability programme for publishers and last year launched an in-house creative studio.
Townsend added that “while being able to technically integrate has been really important for this project, finding a partner who shares the same principles as us when it comes to data privacy and consent has been equally, if not more, critical”.
Ipsos Iris is the UK Online Measurement-endorsed audience measurement solution. It aims to provide transparency across online audiences using privacy-centric methodology. Iris’ measurement solution centres on a high-quality single-source passive panel to enable audience validation for proprietary solutions.
The approach utilises the fully consented panel without the use of personal data.
Ozone has similarly developed a privacy-focused “Premium Web Methodology”, which was confirmed as compliant with its approach to user data and consent when studied by PwC earlier this year.
James Oates, head of Ipsos Iris, commented that it is “particularly exciting to work with a partner who shares our commitment to data privacy” and they “look forward to exploring further innovations with Ozone in the future”.
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