Australian Digital Audience Measurement 

Ipsos iris: Australia’s new IAB endorsed digital audience measurement currency 

Ipsos iris is the new IAB Australia endorsed digital content measurement system for the planning, buying, and reporting of digital audiences in Australia.

Ipsos iris is an inclusive, standardised currency providing a level playing field for comparison of digital audience reach and characteristics, along with other insights about the 21 million Australians aged 14+ who access the wide variety of digital content and services on Smartphone, PC/Laptop and Tablet devices.

Ipsos iris is an independent, single source of truth for all industry stakeholders

Ipsos iris is endorsed by the IAB as the sole and exclusive preferred supplier for the provision of online audience measurement data in Australia.

Robust, transparent and independent data from Ipsos iris enables media owners to assert their value proposition and prove greater audience differentiation, as well as instil confidence in agencies and advertisers for media planning and investment decisions. 

A single-source, multi-device panel distinguishes the Ipsos iris methodology

Ipsos iris has been built for the Australian market in collaboration with IAB Australia.  Ipsos iris brings a hybrid methodology combining metered data from a high quality, nationally representative, single-source passive panel with site-centric census measurement. 

The panel captures behaviour across all devices from all panellists which greatly improves the accuracy in solving cross-device deduplication, the biggest challenge in measuring online audiences.

The methodology incorporates media owner tagging to deliver daily overnight traffic volume. Ipsos iris increases the coverage and rigour of off-platform audience measurement by including Apple News, as well Google AMP, Google News, Facebook, YouTube, Instagram and more.

Ipsos iris is a stand-alone measurement system that is privacy compliant to current Australian law and GDPR standards, as well as having the flexibility to evolve with changing Australian regulation.

CTV audience currency integration into Ipsos iris coming soon!

Ipsos iris provides a pathway to cross-media measurement solutions for the industry. The Ipsos iris panel has potential to transition to a single source, cross-media passive measurement panel including TV viewing and Radio listening, providing the capability for cross-media integration solutions for the industry.

The first step, available later this year, will be CTV audience currency integration from a data partnership with OzTAM to provide total (unduplicated) digital audience currency data for CTV, Smartphone, Tablet and Computer.

 Access Ipsos iris in more places

Subscribers can access Ipsos iris in a single, easy-to-use reporting interface. All data, metrics and profiles for media planning are accessed in one easy to use cloud platform.

Ipsos iris is integration ready with media currencies, platforms and DMP and direct access is available via an application programming interface (API).

Bespoke published thought leadership reports and infographics are available from the IAB Australia Research & Resources and from the Ipsos iris website.

Ipsos iris is built on significant industry collaboration

The launch of Ipsos iris with data from January 2023 onwards is the culmination of extensive work by the IAB and its Measurement Council, that commenced in early 2021 with a strategic review of industry requirements. This strategic review, conducted by Venture Consulting, formed the basis for the industry standards and specifications of a tender that was issued in May 2021, inviting measurement vendors to submit their services for evaluation.

 The IAB’s objective with the tender process was to endorse new standards aligned to the evolving needs of the industry. 16 measurement organisations expressed interest in responding to the tender. 3 short-listed vendors were evaluated and scored individually by a technical review group consisting of members of the IAB Measurement Council, MFA and the IAB Board.

Ipsos was awarded the IAB’s endorsement, having best met the standards on criteria across all areas of product (incl methodology, coverage of devices/content distribution/formats, metrics, demographics and audience characteristics, reporting and UI), along with criteria for operations and future roadmap.

Ipsos iris is adaptable to the changing requirements of the media, consumer and technology landscape and will continue to evolve with industry oversight throughout 2023 and beyond.

Ipsos iris is also the industry currency in the UK 

Ipsos iris has been the digital audience currency in the UK since January 2021 and recently announced that its contract has been extended until 2027.  You can find out more about how Ipsos iris has been adopted across the UK publisher and agency ecosystem here.


Contact for more information

Natalie Stanbury
Research Director




IAB Australia is the peak trade association for online advertising in Australia.

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