Origin is ISBA’s Big Audacious Goal as set by advertisers. It brings great opportunities to improve media efficiency and effectiveness for advertisers.
ISBA has been working with the WFA (World Federation of Advertisers) to convene advertisers, online platforms and broadcasters to build a common global approach to cross media measurement. Origin is designed to address the needs of advertisers, who wish to understand and plan campaigns across a range of media channels. ISBA members point out the lack of either a standardised approach to video and display measurement or a common measurement approach across media, particularly across digital platforms and between digital platforms and broadcaster TV.
After 5 years of development, Origin will launch in Q2 2025. Origin allows marketers to accurately measure the deduplicated reach and frequency of their ad campaigns across various media channels, including digital platforms and traditional media such as TV.
This session is aimed at Marketing Procurement, to introduce the topic of cross media measurement and the efficiency and effectiveness opportunities Origin will create for advertisers.