UK Online Measurement picks Ipsos to supply metrics

Charlie Spargo's picture
by Charlie Spargo

UK Online Measurement (UKOM), which is responsible for the UK standard for audience measurement across PC, tablet and smartphone, has appointed Ipsos as the new supplier of the standard.

Starting in January 2021, Ipsos's proprietary methodology will be used by UKOM, who will formally endorse the data to measure the audience of advertising campaigns delivered online.

Ipsos replaces Comscore, which previously supplied the standard. A tender process was launched recently in response to the rising dominance of mobile internet and how to offer data covering a wider range of data points.

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.”