Origin | ISBA

Origin is a cross-media audience measurement platform that allows marketers to accurately measure deduplicated reach and frequency of ad campaigns, across different media channels and across the ever-increasing number of different ad formats.

As a single-source dataset and with independently audited audience data from the large digital platforms, Origin delivers a world-first - giving long-awaited clarity and peace of mind to advertisers and agencies.

Origin’s insights give users back control and provide re-assurance in their decision making facilitating better campaign planning. Origin will improve the effectiveness and efficiency of cross-media campaign and drive better business results.

Origin is developed by the industry, for the industry. With an extensive development road map that will add more capabilities, Origin is being built with market needs firmly at its centre.

Origin's Beta Trials have now commenced with 35 members - read more.

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Tom George

Origin CEO

"A transparent measurement ecosystem will be transformational for advertising and ultimately help to grow incremental reach for our Unilever brands and deliver more value from our campaigns. We’re proud... to continue to support the development of a solution that facilitates holistic media measurement. The progress made so far on Origin is very promising and we're excited by the possibilities it holds for our business and the broader advertising industry. "

Melissa Orchard (Media & Retailer Media Director, Unilever UKI).

Benefits of Origin

Media-neutral campaign planning

Finally, a cross media reporting tool which solves the problem of wastage caused by duplicated coverage and unwanted frequency, once and for all. As an independent, non-proprietary and single-source dataset, Origin allows truly media-neutral cross-media measurement. At its launch, Origin measures linear TV, Google and Meta campaigns accurately – accounting for almost two-thirds of UK ad expenditure. More media owners will be onboarded post-launch with an ambition to cover all display ad expenditure in the UK.

Better decision-making

As advertising audiences fragment across an ever-expanding list of media owners & devices and with an explosion in the number of ad formats available, making sense of an increasingly complex ecosystem has never been more difficult.

Origin allows informed comparison across media owners and across different formats with customisable metrics suited to individual campaign requirements - allowing end users to surface the results which are important in delivering their campaign objectives.

And better insights, mean better results.

Origin reporting capabilities give users access to, never before available, campaign audience data. This will allow more effective campaign planning and insight on where and how to invest campaign budgets.

At launch, this will enable in-flight optimisation of campaigns and within time, benchmarking via industry & sector norms and the planning of future ad campaigns

Improve the consumer’s experience of advertising

Origin helps reduce ad bombardment and media wastage caused by duplicated reach and unwanted frequency. This will reduce the sense of ad bombardment which is a big factor in driving down the consumer’s enjoyment of and trust in advertising.

Privacy-safe reporting you can trust

Origin has trust and transparency principles at its core.

Origin’s data is independently audited a pre-requisite for any media owner who wishes to be measured by the Origin platform. Put simply, it will provide audience data that you can trust.

Origin’s reports are inherently privacy safe, powered by new future-facing technology with consumer privacy at its core.

Origin is part of a global initiative

Origin is the UK manifestation of a global initiative by the World Federation of Advertisers (WFA) to provide a consistent global framework for cross-media audience measurement.

While Origin is first-to-market, it will be closely followed in the US by the Association of National Advertisers (ANA) Aquila initiative. There is much interest from many more markets globally and a demand from global advertisers to have a consistent platform available in as many markets as possible.