The Incorporated Society of British Advertisers (ISBA) is set to conduct an eight-week long consultation of UK advertisers to measure whether the industry would aid funding for Origin, a cross-media measurement system.
“Origin is designed to address the needs of advertisers, who need to understand and plan campaigns across digital and broadcast platforms,” ISBA said.
“It points out the lack of either a standardized approach to video and display measurement or a common measurement approach across media, particularly across digital platforms and between digital platforms and broadcaster TV.”
The development of Origin is currently funded by its stakeholders and intends to remain industry-owned. The consultation process held by the advertising society will ask whether advertisers would help fund Origin via a levy on the media activity measured.
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ISBA added: “As part of this process, ISBA will give advertisers the opportunity to learn more about Origin, have their questions answered and to have their voice heard.”
“A levy system is proposed to cover the cost for advertisers to receive the basic level ‘core’ report. This charge is felt to reflect both the value of the data and the costs of data provision.”
ISBA will be hosting an online session on 20 April.
The closing date for the consultation is the 20 May 2022.
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