Delivering Value Through Data Governance
We live in a time where the lines between publishers, advertisers, and audiences are often blurred by complex (sometimes obscure by design) technologies and patched data sources.
Yet at the heart of this perpetual whack-a-mole game which is the attempt to bring transparency and objectivity to the ecosystem, one principle has emerged as the keystone of digital trust: a standardised, vetted approach to measuring real people—not just devices or clicks.
I wanted to discuss this subject with Ian Dowds, CEO of UKOM, the entity overseeing the UK Online Audience Measurement standard and providing its exclusive seal to the Ipsos iris platform.
We explored three core topics that shed light on why a standardised methodology is so essential, discussing how it goes beyond typical measurement debates and becomes a guiding framework for everything from broader regulation to programmatic advertising.
