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    Ipsos iris expands to include audience data from YouTube

    Ipsos is adding YouTube audience reach and watch time data across mobile, desktop, and tablets into the Ipsos iris digital audience measurement currency.

    The addition of YouTube connected TV (CTV) audiences is set to launch in Ipsos iris in the second half of 2024.

    Simon Wake, Ipsos Australia CEO, said he was “thrilled to bring YouTube’s rich data into Ipsos iris.”

    “The inclusion of video views and watch time for YouTube content not only enhances the robustness of our platform but also provides our subscribers with a holistic view of digital video consumption that now includes OzTAM BVOD and tagged websites,” he said. “This partnership asserts our commitment to delivering market-leading measurement solutions.”

     Ipsos iris will break out YouTube measurement and report against 500+ audience segmentations. The additions will work to provide media owners, agencies, and advertisers with more accurate data and analysis.

    Gai Le Roy, IAB Australia CEO, said: “The IAB is pleased that the integration of YouTube data into the IAB Australia-endorsed Ipsos iris has enabled enhanced video metrics for advertisers’ and agencies’ digital campaign planning and ways to evaluate video audiences consistently across media.

    “This development is an important step in our quest to define the full Australian digital video viewing landscape across all screens within a trusted system, adhering to common standards for robustness and transparency.”

    April’s Ipsos iris numbers showed that a series of major breaking news events drove news traffic, resulting in more than 20.7 million people using a news website or app during the month – reaching 96.6% of online Australians aged 14+.

    Major news events driving news in April include the Bruce Lehrmann defamation verdict, Sunrise reporter Nathan Templeton’s tragic death, the Iran drone attack on Israel, and King Charles’ and Kate Middleton’s cancer updates.

    See also: Ipsos iris: Bondi attacks, Lehrmann verdict, Kate Middleton drive news in April

    Caroline Oates, head of YouTube advertising AUNZ, said: “At YouTube, we firmly believe that independent, transparent and privacy centric measurement helps the industry navigate an increasingly fragmented media landscape. 

    “We look forward to supporting continued innovation as we provide partners a more complete picture of online video consumption across screens and platforms.”

    The post Ipsos iris expands to include audience data from YouTube appeared first on Mediaweek.

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