Origin, ISBA’s UK cross-media measurement programme, is beginning the implementation of its independent audit framework.

The survey of 80,000 Brits aims to track demographics, media behaviours, subscriptions (including SVOD ad tiers), product preferences and more.

The broadcaster's commercial boss urged UK advertisers to push back against plans by Isba to use non-Barb TV audience data in its cross-media measurement initiative ahead of trials.

Any suggestion that an advertiser might use Origin as a currency to apply the same value to very different AV formats is somewhat of an insult, writes Direct Line Group's head of performance marketing and CRM.

Origin has launched a key testing phase with 35 major advertisers who will test real campaign data across YouTube, Meta and linear TV — without Barb's TV audience data.

Brand marketers are enthusiastic about Origin and want Barb data included. But at a Barb briefing, media strategists and effectiveness experts expressed caution when comparing non-standardised audience measures.

Exclusive: Barb is in active talks to join Origin under a plan that would see the cross-media measurement platform incorporate two reports with different viewability standards.

Isba has beta-launched Origin without Barb data and is delivering data that doesn’t meet MRC standard. Why is the industry risking more friction and higher costs?