Ipsos iris Adds Weekly Digital Audience Reporting

In Australia, Ipsos iris is to offer audience data for web sites and apps on a weekly basis, starting this Friday, November 6th. The more frequent delivery should help media planners spot and analyse emerging trends, short-term audience spikes, the impact of major events, and seasonal patterns.

Ipsos iris uses a hybrid methodology combining metered data from a nationally representative, single-source passive panel, with site-centric census measurement via media owner tagging, to provide figures for the number of people visiting the content of digital publishers and platforms, along with the frequency of visits and time spent, across devices.

A more detailed report will still be published on a monthly basis, and will remain the official currency for audience ranking: the new weekly dashboard will offer a subset of metrics and reporting dimensions, including audience numbers and reach, total minutes spent online, and browser page views and visits on smartphones PCs/laptops and tablets. Data will be released by 12pm every Friday, covering the previous seven-day Monday to Sunday period. The org also provides daily volumetric data for tagged content owner subscribers.

Ipsos Audience Measurement Director of Digital Measurement Heather White (pictured) comments: 'These changes reflect our ongoing commitment to delivering transparent, robust digital audience measurement that helps the industry make better-informed decisions. Ipsos iris serves as an independent source of truth for the media industry, providing a consistent, level playing field for comparing audience reach and characteristics, supporting Australia's billion-dollar online advertising market.'

IAB Australia CEO, Gai Le Roy says Ipsos iris 'has struck an important balance in delivering audience data more frequently for greater responsiveness in media planning, while maintaining the quality, governance and checks that underpin its credibility.'

Web site: https://iris-au.ipsos.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.