Tracey Kitt announced as new Director of Origin

ISBA announces today (Tuesday 14 September) that Tracey Kitt will be joining as the new Director of Origin, the UK cross media measurement programme. 

Origin is ISBA’s programme to deliver accountable digital and cross media measurement and is part of a global, advertiser led initiative, backed by the World Federation of Advertisers. The aim is to drive benefit to consumers through a better experience of advertising and better value for advertisers through improved effectiveness and efficiency in the media marketplace.

Tracey has excellent experience as the former Chief Operating Officer of YouView, the award-winning connected TV joint venture. Throughout her nearly nine years at YouView, Tracey transformed the operating model to enable the business to become more flexible, efficient, and commercially focused as it scaled to support over three million homes.

Tracey takes over the role from Richard Halton who is leaving to join US company Roku. Richard has been appointed by Roku to shape and deliver the company’s vision for the UK and help develop their broader international strategy. He said

 “Origin is a vital programme that will help transform the relationship between advertisers, agencies and media owners. I’m pleased to have developed a blueprint in terms of funding, governance, product and technology and can think of no-one better than Tracey to take it to the next stage.”

Tracey will take the programme forward as it moves into the build phase with initial trials planned in the next year. Speaking of her appointment she said

“I’m delighted to be taking over leadership of this important programme at a key point of transition, with a prototype and proof of concept complete and a great team ready to move into delivery.”

Phil Smith, ISBA Director General said:

“Origin has excellent momentum and great support from across the industry. Tracey has exactly the right skills for the next chapter of the programme as it moves to delivery. We look forward to supporting her and the excellent team on that journey. I’d like to thank Richard for all his work to get us to this point and wish him well for the next stage of his career.”