Ipsos Iris was launched in January 2023 to provide online audience measurement in Australia, endorsed by IAB Australia. Ipsos Iris added YouTube data in the UK earlier this year.

The addition of YouTube connected television (CTV) audiences in Australia will take place in the second half of 2024, and Ipsos Iris will break out YouTube measurement and report against more than 500 audience segmentations.

Simon Wake, chief executive officer at Ipsos Australia, said: “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 (broadcast video on demand) and tagged websites.

“This partnership asserts our commitment to delivering market-leading measurement solutions.”

Gai Le Roy, chief executive officer at IAB Australia, 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.”

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

“With this in mind, we are excited to be partnering with Ipsos to drive a greater understanding of the extent and role of YouTube viewership across mobile, desktop and tablet. We look forward to supporting continued innovation as we provide partners a more complete picture of online video consumption across screens and platforms.”