Press Release

Ipsos announces partnership with RealityMine to deliver ‘Ipsos iris’, the UKOM online audience measurement standard from January 2021

By May 12, 2020 No Comments

As the new standard in online audience measurement from 2021, Ipsos is leveraging RealityMine, the global leader in metering technology, to create ‘Ipsos iris’—with a cross-device, fully representative panel at its core. The Ipsos iris panel will comprise of 10,000 individuals who will install the RealityMine software on all their connected devices to truly understand reach and duplication across brands and accurately project audiences.

Ipsos iris, Ipsos’s new UK online audience measurement solution, is built for the needs of the industry and will allow media owners, online platforms, agencies and marketers to: reassert their value proposition, have greater differentiation, enable ROI for their clients, and provide a trusted independent foundation to make evidence-based decisions off.

RealityMine’s audience measurement footprint includes contracts with the currency providers in France, Canada, India and Russia, and brings a wealth of experience in online audience measurement to complement Ipsos’s audience measurement tradition and expertise.

“We’re delighted to have been selected by Ipsos as their technology partner for this important new UKOM audience measurement currency,” said Chris Havemann, CEO of RealityMine. “Adding RealityMine’s best in class passive behavioural data collection technology will enable Ipsos iris to measure complex media behaviour and will empower its clients to meet the industry challenges to truly understand the mobile, connected consumer in the UK market.”

“We’ve previously worked with RealityMine on a number of Audience Measurement Projects requiring the collection of passive digital data. When the UKOM opportunity arose, we knew immediately that they would be the ideal partner to help us design an innovative and future-proof solution covering the measurement and duplication of digital behaviour on smartphones, tablets and desktop computers. RealityMine technology has been a critical component in us winning this important contract,” said Neil Farrer, Head of Audience Measurement, Ipsos MORI. “It builds on Ipsos’s portfolio of UK Audience Measurement Industry Contracts covering Print, Radio, TV, Out of Home, Cross-Media and now online.”

About Ipsos
Ipsos is the third largest market research company in the world, present in 90 markets and employing more than 18,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data coming from our surveys, social media monitoring, and qualitative or observational techniques. For more information, visit

About UKOM
The UK publishing and advertising industries partnered to form UK Online Measurement in 2009. It is owned equally by the UK’s Internet Advertising Bureau, the Association of Online Publishers and the Incorporated Society of British Advertisers. The Institute of Practitioners in Advertising also advises the UKOM board. UKOM’s Commercial and Technical Boards ensure product relevance, fair pricing and methodological compliance to a standard that warrants industry endorsement. UKOM supports ongoing industry initiatives to improve the efficacy of and trust in UK advertising. For more information, visit

About RealityMine
RealityMine enables many of the world’s largest market research and media organisations to monitor real consumers on multiple devices, across all major platforms, revealing unique insights from real life consumer behaviour. The firm’s RealityMeter can be deployed across Android, iOS and desktop platforms, and is deployed by leading panel owners and research clients across five continents. RealityMine is headquartered in Manchester, England with offices in London, Stockholm and Sydney.