Origin, the advertiser led cross media measurement initiative has chosen Kantar as its preferred supplier of its single source panel. The panel, that will measure TV, online video and digital display advertising, in a single source household panel, will act as the ‘source of truth’ for the deduplication model that will sit at the heart of the service.

Origin and Kantar will work together to agree contracts with the intention of a full reporting sample to be built for Origin beta testing for the start of 2023. Kantar was selected following a rigorous and open four-month RfP process.

Joe Lewis, Research Lead, Origin commented:

“We’re delighted and excited to be partnering with Kantar on shaping the future of cross media measurement in the UK, working together with our colleagues at the ANA in the US and WFA globally. This selection provides the advertising community with the reassurance that the Origin service will be built to highest standards possible. Kantar has an established pedigree, know-how and expertise in building and delivering high quality panels that will be integral for our future use.  I’d like to say a special thanks to all the agencies involved in the RfP, all of which put forward credible and deliverable proposals.”

Phil Smith, Director General, ISBA said: 

“We’re pleased to see the continued progress and evolution of the Origin service, and knowing we will be working with the likes of Kantar provides a level or reassurance that also underpins other measurement services. In this spirit, ISBA and Origin remain committed to respecting the roles of UKOM and the Joint Industry Currencies as we look forward to delivering on the advertisers’ mandate in the coming years.”