Ozone partners with Ipsos iris

Ozone, a premium digital advertising platform built for brands by UK publishers, today announces the integration of Ipsos iris data for validating audiences across the Premium Web.

Ipsos iris is a UK online audience measurement solution, endorsed by UKOM to provide transparency and understanding across the media industry. In the first instance, Ozone says this partnership will validate demographic profiles of the audiences seen through its single view of online reading behaviours.

At the heart of this new partnership lies a commitment to data privacy and compliance, added Ozone. Central to the Ipsos iris solution is a single source passive panel that enables the validation of audiences into proprietary solutions. This future ready and scalable approach utilises the fully consented panel without the use of personal data, Ozone continued.

Similarly, earlier this year, Ozone says it released the results of its Premium Web Methodology, a verification study conducted in conjunction with PwC that demonstrated – among other things – the platform's fully-compliant and contracted approach to user data and consent.

Matt Townsend, chief product officer at Ozone, commented: “Given we see one-third of the UK population across the Premium Web every day, being able to verify the profile of these audiences is incredibly important to our advertiser customers. That’s why we looked to Ipsos iris – as UKOM’s endorsed industry standard for online measurement – to help us achieve this, and bolster our incredibly rich view of consumers and their interests. While being able to technically integrate has been really important for this project, finding a partner who shares the same principles as us when it comes to data privacy and consent, has been equally, if not more, critical. We look forward to working further with the Ipsos iris team as this new partnership develops.”

James Oates, head of Ipsos iris, commented: "We at Ipsos iris are delighted to partner with Ozone to validate enhanced audiences. This collaboration allows us to leverage our robust, privacy-focused methodology to validate Ozone's extensive data. It's particularly exciting to work with a partner who shares our commitment to data privacy, ensuring responsible measurement in the digital advertising landscape. This is a significant step forward for transparent and trustworthy online audience measurement, and we look forward to exploring further innovations with Ozone in the future."

Ozone says looking to the future, this partnership holds the potential for the development of additional audience and segment validation, extending beyond basic demographics.