Origin is opening access to advertisers interested in measuring deduplicated cross-media reach and frequency across linear TV, online video and online display.
ISBA’s cross-media measurement tool Origin is now available to a wider pool of advertisers following the completion of beta trials
The trials included more than 30 of the UK’s largest advertisers and their agency partners, enabling them to measure deduplicated cross-media reach and frequency across campaigns spanning linear TV, online video and online display.
Origin has now entered its expanded availability phase. Initially, this will allow users to generate deduplicated reach and frequency reports across YouTube and linear TV at a second-by-second level – a first for the platform.
“Given the amount of demand exhibited by the market, this is the right time to allow access to more advertisers and there are even more ambitious plans for the platform with an extensive development roadmap already in place,” says Origin CEO Tom George.
Origin aims to consolidate multiple measurement sources into a single dataset to help advertisers plan, track and evaluate campaigns more effectively.
After a series of funding, Origin launched its alpha trials in June 2023 with five advertisers, before entering its beta trials in September last year.
Development will continue into 2025 and beyond, with planned additions including longer campaign time windows, new measurement features and broader scope. Meta, TikTok and Amazon inventory are expected to be integrated, alongside functionality and usability improvements.
With the addition of these platforms, Origin will be able to measure up to 70% of UK ad spend. Future updates will extend capabilities to include advanced reporting, a planning service and the measurement of outcome-based metrics.
Origin is a joint-industry initiative funded by 69 stakeholders, including 45 brand owners, the six major agency holding groups, digital platforms (Google, Meta, Amazon and TikTok), and media owners across digital audio, demand side platforms (DSPs), direct mail, publishing and connected TV (CTV).
In a previous interview with Marketing Week, ISBA’s former director general and chair of Origin, Phil Smith, said the “exciting thing” about Origin is the potential for other markets to “adopt the same thinking”.
“We were here to be a global prototype and the hope would be that we can take what we’ve learned, and what we’ve developed, and allow it to expedite the introduction in other markets,” he said.
