Samsung Ads Joins Origin as First CTV Participant

In the UK, Samsung's advertising division has become the first CTV backer of Origin, the ISBA's cross-media measurement programme.

Origin is part of a global, advertiser-led initiative backed by the World Federation of Advertisers and aims to help organisations plan and measure campaigns across digital and broadcast platforms. Kantar was selected in 2021 to build the programme's single-source household panel to measure advertising exposure, and the following January the project completed the first stage of its cross-media measurement proof of concept (POC) evaluation. In January this year ISBAannounced it had added six more advertiser stakeholders, and that the platform was now 'up and running'.

Alex Hole, VP andf GM of Samsung Electronics Europe, comments: 'At Samsung Ads, we believe that the future of advertising hinges on measurement & transparency, and that's why we are pleased to join Origin as a founding member for CTV. The landscape has witnessed tremendous evolution - the CTV market has earned an average annual growth of 40% since 2017. But measurement stands out as the cornerstone of the advertising industry's future, and we are open to exploring all avenues and partnerships, like this one with ISBA. We acknowledge the diversity of perspectives in the industry, and we are eager to contribute to a solution. This is not just a challenge; it's a remarkable opportunity, and we are very optimistic about the positive impact we can collectively achieve'.

Origin CEO Tom George (pictured) says, 'We are thrilled to welcome Samsung Ads to ISBA's Origin, a pivotal initiative aimed at addressing the crucial challenges advertisers face in navigating the complex landscape of digital and broadcast platforms. Samsung Ads' participation underscores their commitment to fostering a standardised and comprehensive approach to video and display measurement, filling a critical void in the industry'.

Following the beta stage, the ISBA says Origin 'will effectively go live in the pilot trials phase ahead of its Minimum Viable Product launch in Q4 2024'.

Web sites: www.originmediameasurement.com and www.isba.org.uk .