Can broadcasters and ISBA’s Origin live happily ever after?

Is true, and fair, cross-media measurement possible?ISBA launched its cross-media measurement platform Origin into beta trails last month, following successful alpha trials in 2023. However, the launch of Origin has thrown some questions and controversies into the air.In this episode, Campaign's media duo (Beau Jackson, media editor, and Shauna Lewis, deputy media editor) are joined by editor Maisie McCabe to discuss what the concerns are for broadcasters, how the industry is reacting and the complications of measuring views on TV vs digital.Hosted by tech editor Lucy Shelley, the team discuss Google and Meta's involvement, why it doesn't include Barb data and who else is also attempting to achieve true cross-media measurement.Further reading:ISBA starts beta trials of Origin cross-media measurement platformMedia360: NatWest CMO criticises broadcaster scepticism of ISBA's OriginAs phase four launches, what do broadcasters think of ISBA’s Origin?First phase of Project Origin testing 'exceeds expectations'Industry shows caution as ISBA's Origin claims proof-of-concept milestoneITV and Channel 4 unite with Sky for TV ad measurement tool CFlight Hosted on Acast. See acast.com/privacy for more information.