‘Ipsos Iris’ is a 10,000-person, single-source panel that captures behaviour from computers, smartphones and tablets to help observe and understand behaviour online.

The agreement means that UKOM endorsed data will recognise the primacy of mobile devices for accessing internet content, and will be used for digital data in PAMCo to examine news and magazine publisher audiences.

The UKOM data will cover day of week and time of day over a broader range of audience segmentation, beyond simple demographics, according to Ipsos.

Daily data is already available, with monthly data to be provided from the end of February. Ipsos was appointed by UKOM last year to be its UK audience measurement supplier from 2021 onwards, replacing Comscore.

Liz Landy, global head of audience measurement at Ipsos, said: “Ipsos Iris has been created to reflect the changing needs of the media industry, and is a testament to the industry-wide collaboration behind its design. We are looking forward to globally expanding Ipsos Iris.”

Ian Dowds, chief executive of UKOM, said: “The need for robust online audience measurement standards is a consistent theme in media and marketing.

“The launch of Ipsos Iris marks a significant progression in the UKOM story and the interoperability of its single-source data provides an opportunity for any industry initiatives around cross media measurement.”