Ipsos has partnered with mobile research tech firm RealityMine to create a cross-device panel measuring digital behaviour on smartphones, tablets and desktop computers. The panel will form part of Ipsos' contract to supply the UK's online audience measurement standard.
Earlier this year UKOM, the body which defines this standard, appointed Ipsos as its new supplier from January 2021. In partnership with RealityMine, the firms have created the 'Ipsos iris' panel, comprising 10,000 individuals who will install the latter's software on all their connected devices, in order to understand reach and duplication across brands.
RealityMine's audience measurement footprint already includes contracts with the currency providers in France, Canada, India and Russia. CEO Chris Havemann (pictured left) says using RealityMine's passive behavioural data collection technology will enable Ipsos iris to measure complex media behaviour and help clients to understand the mobile, connected consumer in the UK market.
Neil Farrer (pictured right), Head of Audience Measurement at Ipsos MORI, says the two firms have already worked together on a number of audience measurement projects requiring the collection of passive digital data. He adds: 'RealityMine technology has been a critical component in us winning this important contract, as it builds on Ipsos's portfolio of UK audience measurement industry contracts covering print, radio, TV, Out-of-Home, cross-media and now online'.
Web sites: www.ipsos.com , www.realitymine.com and www.ukom.uk.net .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.