Principles

Principles

The advertiser community has identified four prioritised, buy-side needs from cross media measurement. These needs are balanced by critical, advertiser supported, industry requirements. This balanced set of needs should form the basis for the design and implementation of ideal solutions.

Origin will be working to the framework published by the WFA. This sets out a ‘North Star’ ambition And a set of principles to guide the evolution of any measurement system:

Governance

  • Neutral, independent & objective
  • Fair representation across media ecosystem
  • Transparent
  • Future Focussed
  • Funding & Commerical

Standards & Metrics

  • Viewable impressions (cross-media)
  • Viewable impressions (non-video)
  • All impressions counted
  • Duration weighting
  • Target audience definitions
  • Contextual audience definitions

Privacy

  • Consent
  • Protection of users against 're-identification'
  • Governance, ownership and compliance

Technical Infrastructure 'Pipework'

  • Single source panel - Truth set, used to adjust and calibrate
  • Publisher log data - consistent, audited, transparent
  • TV Data sources - Set top box, Smart TV
  • Transparent reach and frequency models
Global Principles

The Advertiser ‘North Star’

Advertiser Needs

  • FULL LIFECYCLE MEASUREMENT

    Planning / Reporting / Optimisation

  • CONTINUOUS

    Tagless, always-on data capture

  • COMPREHENSIVE

    TV & all digital (video + other formats)

  • FULL-FUNNEL

    Outputs & outcomes measurement

Industry Requirements

  • PRIVACY-SAFE

    Respect for consumer & no risk of re-identification

  • FAIR & OBJECTIVE METRICS

    Neutral service with metrics for comparability

  • TRUST & TRANSPARENCY

    Enshrined through regular audits

  • ADVERTISING & CONTENT

    Measuring ads & editorial context / content

Origin Steering Group

Advertising Steering Group

About

Origin is designed to address the needs of advertisers, who need to understand the true coverage of campaigns across digital and broadcast platforms.

 They point out the lack of either a standardised approach to video and display measurement or a common measurement approach across media, including broadcast TV.  ISBA created Project Origin, intended as a blueprint for a global initiative designed by advertisers to capture the value of advertising across media in a constantly changing consumer environment, aligned with the WFA principles. It has convened advertisers, platforms, broadcasters and media agencies in an unprecedented collaboration to drive this work. 
Contact

Contact

Find out more about the Origin programme by contacting RichardH@isba.org.uk
Get in touch