Ipsos Iris has been officially endorsed by IAB Australia’s board and measurement council, and uses a hybrid methodology combining metered data from a nationally representative, single-source passive panel with site-centric census measurement via media owner tagging.

The tool will provide data about the number of people who digital publishers and platforms, along with the frequency of visits and time spent on website pages, by tracking digital audience behaviour across desktop/laptop, smartphone and tablets.

Ipsos Iris will also work build on a data partnership with OzTAM to provide digital audience currency data for connected television, smartphones, tablets and computers.

The launch of Ipsos Iris follows a strategic review of industry requirements carried out in 2021, with Ipsos winning the IAB’s endorsement.

Ipsos Iris has been the digital audience currency in the UK since January 2021 and recently announced that its contract has been extended until 2027.

Simon Wake, chief executive at Ipsos Australia and New Zealand, said: “Ipsos Iris in Australia draws upon the innovations of the UK model, that is fully privacy compliant and that will continue to evolve with enhancements.

“Ipsos will continue to work with the IAB to develop new metrics to provide additional ways for media owners to demonstrate the unique attributes of their properties and help commercialisation of their content.”

Gai Le Roy, chief executive officer at the IAB, said: “Ipsos Iris will provide the market with a level playing field in terms of comparison of audience size and characteristics, offering greater confidence to advertisers for media planning decisions and where to invest their budgets.

“It will also provide a pathway to cross-platform and cross-media measurement solutions for the industry into the future.”