At Ipsos MORI we call this Passive Simplicity, by which we mean that the simplest and most natural research, yields the most accurate findings.
This paper explores the opportunities for evolving these systems towards better measurements for the future, to ensure that we achieve the greatest understanding of the audience, with the least intrusive approach, while maintaining the focus on high quality, representative and equitable datasets.
Ipsos iris: An online publisher pack
From January 2021, Ipsos iris will be the official source for online audience measurement and ad campaign verification in the UK endorsed by UKOM. To help online publishers understand any compliance requirements associated with the tagging element of this important research study, Ipsos MORI has produced an Online Publisher framework Pack.