IPA to integrate UKOM with TouchPoints

The IPA is to integrate UKOM data into TouchPoints 3, which is due to launch in around a year’s time.

The move comes as many in the industry are stepping up their calls for a standard online currency.

Lynne Robinson, IPA research director, said: “There were several currencies we could have used but didn’t want to get into the political problems of integrating multiple databases.

“We did simulate a basic currency for online, but we can add UKOM data into the TouchPoints Hub to give much more detail.”

Speaking at last week’s Media Playground event in London, Agenda21 managing director Nick Suckley and Richard Windle, MD of Ipsos MediaCT, agreed that there is a definite need for a currency (see Behavioural targeting is not an absolute truth).

“It’s near as dammit a JIC so it’s near as dammit a currency, which is great for the industry,” Suckley said of UKOM.