Vividata and Ipsos Launch Canadian Audience Measure

Toronto-based not-for-profit consumer and audience insights company Vividata has extended its partnership with Ipsos, to roll out the latter's iris online audience measurement solution in Canada.

Launched last month through a partnership with mobile research tech firm RealityMine, Ipsos iris currently provides a 'total view' of how people in the UK use the Internet, and forms part of the global group's contract to supply the UK's online audience measurement standard from next January. In Canada, iris will comprises a nationally representative panel of 4,000 members, with recruitment expected to begin in Q3 and digital audience measurement ready for Q2 2021.

Vividata's media planning and consumer insights benchmark study - the Survey of the Canadian Consumer (SCC) - will form the Establishment Study, driving Ipsos iris quality, and allowing integration of data for online and off-line behaviour. Digital behaviour data from Ipsos iris will expand Vividata's existing Metrica digital consumer panel, launched last year with Ipsos and Delvinia, and providing a consumer-focused, multi-device, passive digital measurement service using the same RealityMine passive meter technology as Ipsos iris.

According to the firms, the combination of Ipsos iris and Metrica will give the Canadian market a holistic view of digital consumer behaviour, deep audience segments and detailed analytics across all devices - PC, smartphone and tablet. Gary Bennewies (pictured left), President and CEO of Ipsos Canada, says the initiative adds another layer to the firms' long-established relationship; while Vividata President and CEO Pat Pellegrini (right) says the Canadian launch will drive the development of new measurement initiatives, for publishers, agencies and marketers who have long desired a complete view of online and off-line audiences.

Web sites: www.vividata.ca and www.ipsos.com .