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Where did you see the birthday video for Attenborough?

Sarah Miller says measurement must suit a world where audiences follow content across platforms and screens

Iain Jacob stands down as UKOM Chair

“UKOM has benefited enormously from Iain’s experience, wisdom and dedication.”

March 2026 Online Market Overview

Welcome to UKOM's Online Market Overview for March 2026. Using UKOM endorsed data from Ipsos iris, the OMO provides a top-line snapshot of the UK population’s online
behaviour across computers, tablets and smartphones.

December 2025 Online Market Overview

Welcome to UKOM's Online Market Overview for September 2025. Using UKOM endorsed data from Ipsos iris, the OMO provides a top-line snapshot of the UK population’s online behaviour across computers, tablets and smartphones.

Online retail surprises in Black Friday week

With Black Friday taking place on November 28, Julie Forey examines the online ecommerce sector

September 2025 Online Market Overview

Welcome to UKOM's Online Market Overview for September 2025. Using UKOM endorsed data from Ipsos iris, the OMO provides a top-line snapshot of the UK population’s online behaviour across computers, tablets and smartphones.

Ace Awards Q3 2025: the winners

Ozone and The Telegraph shine this quarter

June 2025 Online Market Overview

Welcome to UKOM's Online Market Overview for June 2025. Using UKOM endorsed data from Ipsos iris, the OMO provides a top-line snapshot of the UK population’s online behaviour across computers, tablets and smartphones.

Ace Awards Q2 2025: the winners

Publishers make clean sweep this quarter

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WATCH: What is UKOM and how does the data we endorse in Ipsos iris measure and report online audiences in the UK?

“With Ipsos iris now as its endorsed provider of the UK industry standard for online audience measurement, UKOM is in the best place to face the future. The flexibility of iris to support cross media measurement is a great step forward.”

Jon Mew, CEO, IAB UK

“With the UK on track to be the first market in the world to exceed 70% of total spend via digital media, UKOM's appointment of Ipsos is a positive step towards measurement of this tremendously complex area.”

Dominic Carter, Group Chief Commercial Officer, News UK

“UKOM’s governance continues to drive the industry forward, allowing for an audience-first view of the UK’s online behaviour. Their revolutionary approach has led to industry firsts for insight and reporting. Client trust in media planning is further enhanced with the ability to account for the likes of Sky’s off-platform video and the addition of richer YouTube data.”

Barry Walsh, Digital Strategy Partner, Havas Media

“With its single source panel of 10,000 people and 25,000 devices, Ipsos iris is a great step forward in online audience measurement for UKOM as it pushes the reset button from January 1st 2021.”

Steve Chester, Director of Media, ISBA

“UKOM-approved data is an important part of the IPA’s TouchPoints Channel Planner, the UK’s only industry-available cross-media channel planner. UKOM’s governance is relied upon for transparency and quality – and as reporting evolves further the data from Ipsos will provide even greater comparability with other data sources.”

Belinda Beeftink, Research Director, IPA

“UKOM’s governance of an industry standard for UK online audience measurement across PC, tablet and smartphone is a key foundation for AOP publishers. Having UKOM-endorsed data from Ipsos iris now available with Ozone in the programmatic space demonstrates how UKOM has remained true to its ambition to evolve with the UK market and allow transparent, objective and agreed audience standards to be applied.”

Richard Reeves, Managing Director, AOP

“UKOM provides necessary governance of an industry standard for UK online audience measurement across PC, tablet and smartphone. UKOM’s flexibility has paid off with advances including the inclusion of YouTube data at organisation level and Ipsos iris data now available for the activation of audiences in the programmatic space.”

James Chandler, Chief Marketing Officer, IAB UK

Tag Up And Be Counted

A key part of online audience measurement is tagging. Tags ensure that online assets are measured across all devices.

Find out more »

White Paper

Synthetic Data Gets Real 

UKOM's first white paper explores the origins, applications and development of synthetic data sets and examines their use in audience measurement within Ipsos iris. It focuses on the importance of people-centric measurement to drive actionable insight. Understanding synthetic is a high priority for marketers, agencies and publishers - this paper shows that panel representation is a critical factor.

Get your free copy