Vividata and Ipsos to launch mobile ad measurement in 2021

TORONTO – Saying there is an obvious need for a digital audience measurement system in Canada, Ipsos Research and Vividata announced Thursday they will launch a mobile-focused ad measurement system next year called Ipsos iris With half of all internet traffic now coming from mobile devices and with 57% of advertising being invested online, measuring mobile is a key missing piece of the puzzle, says the press release from the companies. Ipsos iris is a “mobile-first, cross-device and cross-media capable service with a single source, high quality nationally representative research panel of 4,000 participants,” explains the announcement. “Ipsos iris sets...