Ian Dowds, CEO of UKOM, the entity overseeing the UK Online Audience Measurement standard and providing its exclusive seal to the Ipsos iris platform explains how a few pivotal areas stand out in the measurement of digital audiences:- The shift toward transparent, hybrid methods that fuse panel data with large-scale tagging.- The rise of strong governance frameworks that drive industry-wide credibility.- The support of official studies and analyses by regulators and governmental agencies.- The benefits of using a single, independently verified dataset for programmatic activation.ADZ is a monetization consultant with 20 years at the intersection of media, advertising and marketing, focusing on audience and content monetization.Subscribe to the "not just ADZ" newsletter for independent views and strategies on media monetization and digital advertising: https://www.notjustadz.com/newsletterAlessandro De Zanche on LinkedIn: https://www.linkedin.com/in/dezanche/