Origin, ISBA’s UK cross-media measurement programme, has successfully concluded the three independent audits that were announced earlier this year.
Transparency has been a core pillar of Origin since its inception, with independent evaluation providing confidence to all stakeholders in both the implementation of the methodology and the campaign data produced as a result.
The Origin solution comprises several elements, all of which require validation, and so in April 2025 Origin started this process by appointing experienced and objective audit bodies to evaluate three key pieces; Pure X Media to audit the single-source panel, ABC to evaluate the Virtual ID model deployment, and Milton Data to assess the campaign reach and frequency implementation. Since their appointment, these three companies have been working closely with Origin and its partners and have all concluded that the core elements they were tasked with assessing have been set up to the standard that Origin, and the broader market, would expect.
These initial three audits provide the foundation for Origin’s broader end-to-end and ongoing strategy for audit and data quality, and their conclusion comes as Origin continues to onboard new users to the platform as part of the Expanded Availability phase that began in July.
Tom George, CEO, Origin commented “Independent evaluation provides assurance to the market that they can trust the data being delivered by Origin, so we’re very happy that these first three audits have been completed and show that the methodology has been implemented to a high standard”.
Renata Uhlarikova, Founding Partner, Pure X Media added “Our team was able to undertake a detailed and structured assessment across all operational areas, and found that the panel is being delivered in a manner consistent with Origin’s expectations and good industry practice. The service demonstrates high operational standards”.
Simon Redlich, Chief Executive, ABC added “Our audit testing found appropriate governance, controls and processes for developing and deploying VID models. These were consistent with the requirements of the Origin framework, with no areas requiring immediate attention”.
Ian Garland, Managing Director, Milton Data added “Origin meets all of the expectations laid out in the WFA guidelines and in the Halo framework, and our audit demonstrated that the system built using this framework provides a robust, transparent mechanism for calculating cross-media reach and frequency”.