Origin, ISBA’s initiative to bring cross-media measurement initiative to UK advertising, has announced the completion of its proof of concept.

ISBA has hired Youview exec Tracey Kitt to lead its cross-media measurement initiative Project Origin, as Richard Halton departs.

ISBA said this first stage “passed all the key tests, with performance generally exceeding expectations”

Johnson & Johnson, Dentsu and IPG Mediabrands have joined ISBA’s ambitious cross-media measurement initiative board as funding partners

The trade body for UK advertisers has launched a new cross media measurement programme as advertisers seek to challenge the status quo and ultimately improve the way investment is planned across all media.

Havas Media Network UK will feed into the UK cross-media measurement initiative’s future product scope and involve its clients in beta trials.

Samsung Ads will shape how CTV is integrated into Origin’s cross-media measurement initiative.

Isba’s cross-media measurement plan is too big to not work. But advertisers are restless and frustrated. 

The proven power of TV and the level-playing field argument are pretty compelling reasons to participate in Origin’s cross-media measurement solution, writes the ISBA-backed initiative’s CEO.

In brief: Origin, the UK’s cross-media measurement initiative, has issued a RfP to identify potential vendors to create industry television ad logs for UK commercial TV channels.