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The launch of the UK’s first ever cross-media measurement programme has moved ever closer, with ISBA’s Origin scheme switching to its “expanded availability” (EA) phase following completion of beta trials incorporating linear TV, online video and online display.
The trials involved over 30 of the UK’s largest advertisers and their agency partners and the EA release will initially allow users to produce deduplicated reach and frequency reports across YouTube and linear TV – which is available at the second-by-second level for the first time.
And marketers could also soon be able to measure and understand the impact of direct mail campaigns within the broader media landscape – ultimately benefiting advertisers, agencies, and other stakeholders – following a new pilot study which integrates Jicmail data into the programme.
In an ever-changing and increasingly complex media market, characterised by accelerating fragmentation of advertising audiences, Origin aims to put the necessary tools in the hands of advertisers and their agencies to help drive campaign effectiveness and efficiency and to reduce wastage, enabling real-world campaign decision-making.
EA marks the availability of Origin to more advertisers, with Sky being among the first to sign up for measurement.
This marks a critical step in the development of the platform which is funded as a joint-industry initiative by 69 stakeholders comprising 45 brand owners, the top six agency holding groups, digital platforms (Google, Meta, Amazon and TikTok) plus media owners representing digital audio, DSPs, direct mail, publishers and connected TV (CTV) inventory.
It is claimed that, as the first market to deploy the framework of the World Federation of Advertisers’ (WFA) North Star cross-media measurement initiative, Origin’s ability to surface privacy-safe, non-proprietary and independently audited cross-media campaign audience data from a single-source, represents a “media-first” globally.
Aquila, the US manifestation of the WFA framework will enter its trial phase later this year and is expected to launch in early 2026. There is also significant interest from many more markets in developing their own WFA-based service.
The Origin service will continue to develop extensively in 2025 and beyond, with new measurement features, longer campaign time windows and additional measurement scope including the addition of Meta, TikTok and Amazon inventory, as well as functional and usability improvements.
With the addition of these three platforms, the service will be able to measure 70% of UK adspend. In time, its capabilities will expand to include advanced reporting, planning services and the measurement of outcomes-based metrics.
ISBA director general Phil Smith commented: ‘Brand owners have been the driving force behind Origin, and it remains ISBA’s number one strategic priority. Advertisers’ commitment is underlined by their commitment to pay the Fractional Advertiser Contribution (FAC) which will represent a substantial part of in-life funding.
“It is extremely gratifying to see the programme reach this stage after many years of hard work. Origin represents the embodiment of ISBA’s ambition to empower our members to understand the industry and help shape its future, and of our purpose to create an advertising environment that is transparent, responsible and accountable. With Origin now open to more marketers, it will help advertisers navigate a complex market and deliver more effective advertising.”
Royal Mail Marketreach director of new business Sophie Grender added: “Origin represents a real opportunity to highlight the contribution that direct mail can make in driving coverage and for the first time, allow us a level playing field comparison between direct mail and display advertising.
“That is why we have been involved with the programme from an early stage. We have been running a proof-of-concept test and have concrete plans to integrate our data into the Origin platform. So, watch this space.”
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