Audience measurement

The UK Online Measurement Company (UKOM) is an industry governed body that helps advertisers and agencies plan campaigns using audience data for online media in the same way that they plan campaigns across traditional media. UKOM is half owned by the IAB and the AOP (Association of Online Publishers).

Each month the IAB produces a short summary of UKOM data showing the top 10 most visited websites and UK internet usage trends.

Led by an independent chairman, the UKOM board includes IAB and AOP representatives as well as observers from other trade bodies like IPA and ISBA. This ensures that agencies and advertisers are represented in the decision-making process. In addition to the board, a UKOM technical group comprised of representatives from IAB and AOP members makes recommendations on technical aspects of research issues.

As of 2013, UKOM uses data provided by comScore. Data includes a broad range of activity-based metrics - such as users, visits and page views, along with demographic data including gender, age, region, social grade, working status and major life plans.

comScore publishes a monthly summary of UKOM data featuring the UK digital market overview of web, video and mobile properties as well as monthly snapshots on different demographics. More information about UKOM including methodology, governance and who uses the system is available through the UKOM website.


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