On 8 November 8 UKOM co-presented an event at London’s RSA House – ‘Ipsos iris: Driving digital growth' – to show how agencies and publishers are using Ipsos iris data, the UK’s standard for online audience measurement across PC, tablet and smartphone.
The event demonstrated how UKOM-endorsed Ipsos iris data, almost two years since the currency’s launch, are being used by publishers and agencies to understand digital behaviour and make smarter marketing decisions.
Ian Dowds, UKOM CEO, spoke about the value of an industry standard that is trustworthy, transparent and future-ready and recalled the very first days of UKOM.
Samantha Eales, Mail Metro Media, shared how Ipsos iris data informs strategy and audience segments and gave a preview of Mail Metro Media’s new DMGiD approach, where Ipsos iris data is used to connect across DMG’s entire brand portfolio.
Dave Carpenter, Goodstuff Communications, gave a passionate defence of the craft of digital implementational planning at a time when overreliance on third party data means audiences can get “lost in translation”.
Amanda Wigginton, consultant for PPA, shared her experience of how Ipsos iris data are used by magazine media to provide audience insight, tell stories and inform digital strategy. “We have a job to do as publishers, we need to showcase more insight.”
