The release of YouTube CTV data in Ipsos Iris, which is in collaboration with Google and IAB Australia and is the first time a market outside the US has agreed this integration, will help Australian media owners, agencies and advertisers a more complete view of YouTube audiences across the majority of personal and household devices.

This includes the ability to analyse media content across key platforms against uniform demographics, and Ipsos Iris will break out YouTube measurement and report against more than 500 audience attributes.

The addition of YouTube CTV audiences to Ipsos Iris follows the release in March of YouTube video audience and watch time data across mobile, desktop and tablet from a data integration with Google.

Simon Wake, chief executive officer at Ipsos Australia, said: “We are thrilled to be the first market outside of the US to incorporate YouTube CTV audiences into the official digital measurement currency Ipsos iris.

“The inclusion of the total audience for YouTube content across all the main personal devices and in home viewing on CTV 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.”

Caroline Oates, head of YouTube Advertising AUNZ, added: “A complete picture of video consumption in Australia remains incredibly important to the industry and this integration reflects another step towards this goal.”