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Ipsos to underpin UKOM audience metrics from 2021


By John Glenday, Reporter

January 7, 2020 | 2 min read

UK Online Measurement (UKOM) has appointed Ipsos as its new supplier of the UK industry standard for online audience measurement – with effect from January 2021.


Ipsos to underpin UKOM audience metrics from 2021

The appointment was made on the back of consultation and a tender process designed to engender confidence among media owners, advertisers and agencies in UKOM endorsed data following the changeover.

The switch has been triggered by a recognition of the dominance of mobile for internet access and a need to offer daily data covering a wider range of data points.

It will see UKOM endorse data to measure the audience of advertising campaigns delivered online and future efforts to endorse measurement of online audiences via smart TVs, streaming content and downloads

Ian Dowds, UKOM chief executive, said: “We recognise a growing desire from publishers, agencies and marketers for a more joined-up view of online audiences in the UK.

"Ipsos’s methodology measures the individual consumer, not separate devices or browsers, making the data straightforward and transparent.”

Ipsos already runs the BBC’s Compass audience measurement tool.

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