Origin is ISBA’s advertiser backed programme, designed to create a blueprint for cross media measurement. It is part of a global initiative to capture the value of advertising in a constantly changing consumer environment.
Origin has come a long way since it was announced as ISBA’s ‘big hairy audacious goal’ in November 2019. No-one is in any doubt as to the scale of the challenge. Over the last 18 months a team at ISBA, backed by the WFA, has been working with advertisers, media owners and agencies to develop a common approach to cross media measurement, conducting major external research and developing designs for global infrastructure that will underpin a solution being pioneered in the UK.
In this webinar session, Richard Halton, Project Director gave an update on the project including:
• Who’s behind the work and how they are working together
• An update on measurement approach and progress towards an initial demonstration of an end to end solution
• Initial thinking on how Origin will be funded and its place in the future advertiser landscape
See the presentation slides and video below.
