Adwanted Connected has launched a website category report using UKOM-endorsed Ipsos iris data.
This marks the first time iris data is available in the data platform operated by Adwanted, the parent company of The Media Leader.
The Web Category report, which sits in Connected’s Publishing app, helps users select the most suitable websites to include in their brand and programmatic ad campaigns.
It allows users to easily identify audience sizes, aged 15+, for adults, men or women, as well as reach profile and efficiency, across all iris categories and sub-categories.
The tool is available to all Connected subscribers. A more detailed iris report will be available on Connected in the coming months.
Ian Dowds, CEO of UKOM, called the partnership “a natural fit with strong synergies”, adding: “It marks a significant step in our continuous pursuit to embed audience data with integrity across our industry.”
“For the industry, it’s important that the UKOM-endorsed Ipsos iris data is accessible through different solutions to help drive usage and value among subscribers,” said James Oates, Ipsos UK audience measurement and media lead.
“As part of this, we’re delighted to have partnered with Adwanted Connected and have the Ipsos iris data flowing through their solution as another access point.”
Rob Laurence, head of Adwanted Connected, highlighted that the partnership will bring “a holistic view of both traditional and pure-play publishing brands to the many users of our media data platform”.
