ISBA Opens Origin to More Advertisers, Adds Features

In the UK, cross-media measurement solution Origin has completed Beta trials, and begun its next, 'Expanded Availability' (EA) phase. Initially, this promises a larger number of advertisers deduplicated reach and frequency reports across YouTube and linear TV, at the second-by-second level.

Origin is an advertiser-backed programme designed to create a blueprint for cross- media measurement. The programme is operated by the ISBA, the body representing brand owners advertising in the UK, and is funded as a joint-industry initiative by 69 stakeholders comprising 45 brand owners, the top six agency holding groups, digital platforms and media owners. The initiative is part of North Star, a global drive for new ad measurement approaches co-ordinated by the World Federation of Advertisers (WFA), of which the ISBA is a member. In the US, a similar programme called Aquila will enter its trial phase later this year and is expected to launch in early 2026, with 'many' other countries showing interest, according to the Federation.

The Beta trails included measurement of linear TV, online video and online display, and involved more than thirty of the UK's largest advertisers and their agency partners. The new, enlarged group of advertisers will include Sky.

During the second half of 2025 and beyond, Origin will continue to evolve with the addition of new measurement features, longer campaign time windows and the addition of Meta, TikTok and Amazon inventory, as well as functional and usability improvements. Features slated for further down the line include advanced reporting, planning services and the measurement of outcomes-based metrics.

Phil Smith, Director General of ISBA says it is 'extremely gratifying to see the programme reach this stage after many years of hard work', and comments: 'Brand owners have been the driving force behind Origin, and it remains ISBA's number one strategic priority. Advertisers' commitment is underlined by their commitment to pay the Fractional Advertiser Contribution (FAC) which will represent a substantial part of in-life funding.'

Origin CEO Tom George (pictured) comments: 'It is hugely exciting to open Origin to the wider market. With additional enhancements and the scaling to cover more media owners' inventory, the product will show rapid development throughout 2025 and beyond. 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. Any advertiser can now access Origin's core reporting service on payment of the FAC, and I would urge any brand-owner who wishes to use Origin to contact me directly.'

The FAC is levied at 0.1% of annual working media spend (including search but excluding direct mail) and allows advertisers to access Origin's core-reporting service. Origin Funding advertiser stakeholders are: Allwyn, Argos, Autoglass, Aviva, British Airways, BT/EE, Barclays, Beiersdorf, Boots, British Gas, Diageo, Direct Line, giffgaff, Haleon, HSBC, Jaguar Land Rover, John Lewis, Just Eat, Kellanova, Kimberley-Clark, Kraft Heinz, Lloyd's, L'Oréal, Mars, Mondelez, MoneySuperMarket, Nationwide, NatWest, Nomad, PepsiCo, P&G, Reckitt, Red Bull, Sainsbury's, Sanofi, Saputo, Smart Energy GB, Specsavers, Sky, Taylors of Harrogate, Tesco, Unilever, Virgin Media/O2, Vodafone & Waitrose.

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