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The World is Watching the UK’s Progress on Cross-Media Measurement says ISBA’s Halton

Tim Cross  27 October, 2020

In October last year the World Federation of Advertisers, a global advertiser trade group, launched a new effort to establish cross-media measurement principles. As a result ISBA, a UK-specific advertiser trade association, set about working on ‘Project Origin’ , an initiative aimed at shaping these principles into a workable solution.

While Origin is still in development, ISBA has been pleased with progress so far, and the hope is that Origin can form a blueprint for other markets to follow. In this presentation Richard Halton, director of Project Origin, lays out Origin’s aims and ambitions, and maps out the path towards releasing a workable solution for cross-media measurement. Filmed at New Video Frontiers 2020.


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