Origin, the UK cross media measurement initiative, has announced the successful delivery of the first stage of its proof of concept primarily focussed on TV.

The Origin proof of concept is a real-life test of the central pillar of the proposed deduplication methodology, called the Virtual ID model. Across the first half of 2021, Origin worked together with independent partners Ipsos utilising their single source panel, and RSMB, in building and evaluating real models, to understand the ​statistical veracity of the virtual ID construct. This first stage centred on the application of the virtual ID model to panel-based TV data and the model passed all the key tests, with performance generally exceeding expectations. Furthermore the tests provided important evidence that the model should work successfully across digital publishers, including scenarios where cookie identifiers may not be present​.

RSMB noted in their evaluationResults were encouraging in all methods, broadly conserving systematic variations in TV campaign reach across channels within the Virtual ID model. The preservation of reach suggests potential for the model to work well across TV and website campaigns, as well as website campaigns themselves…”

Joe Lewis, Origin Research Lead commented:The work conducted by RSMB is an important stamp of reassurance that the methodology we’re building is fit for purpose. We’ve taken a TV first approach to our evaluation, to answer the question of whether the methodology will enable us to integrate broadcast linear television, and it is very pleasing to report that it does.  The virtual ID model is successful at both preserving correlations in TV behaviours and estimates overall.  We will not rest on our laurels and there is more work to be done, but it is fair to say these results are better than we expected and we move forward with even more enthusiasm and momentum than before.”

This proof of concept follows the successful demonstration of the end to end open source technology solution that will power Origin and other cross media measurement solutions being developed between ISBA, the ANA and the WFA.  Origin is now conducting further evaluations looking at model applications across TV and digital with these results due at the