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.
