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

<p>Is true, and fair, cross-media measurement possible?</p><br><p>ISBA launched its cross-media measurement platform <a href="https://www.campaignlive.co.uk/article/isba-starts-beta-trials-origin-cross-media-measurement-platform/1889671" rel="noopener noreferrer" target="_blank">Origin into beta trails last month</a>, following successful alpha trials in 2023. However, the launch of Origin has thrown some questions and controversies into the air.</p><br><p>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.</p><br><p>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.</p><br><p>Further reading:</p><p><a href="https://www.campaignlive.co.uk/article/isba-starts-beta-trials-origin-cross-media-measurement-platform/1889671" rel="noopener noreferrer" target="_blank">ISBA starts beta trials of Origin cross-media measurement platform</a></p><p><a href="https://www.campaignlive.co.uk/article/media360-natwest-cmo-criticises-broadcaster-scepticism-isbas-origin/1823201" rel="noopener noreferrer" target="_blank">Media360: NatWest CMO criticises broadcaster scepticism of ISBA's Origin</a></p><p><a href="https://www.campaignlive.co.uk/article/phase-four-launches-broadcasters-think-isbas-origin/1829258" rel="noopener noreferrer" target="_blank">As phase four launches, what do broadcasters think of ISBA’s Origin?</a></p><p><a href="https://www.campaignlive.co.uk/article/first-phase-project-origin-testing-exceeds-expectations/1725088" rel="noopener noreferrer" target="_blank">First phase of Project Origin testing 'exceeds expectations</a>'</p><p><a href="https://www.campaignlive.co.uk/article/industry-caution-isbas-origin-claims-proof-concept-milestone/1737323" rel="noopener noreferrer" target="_blank">Industry shows caution as ISBA's Origin claims proof-of-concept milestone</a></p><p><a href="https://www.campaignlive.co.uk/article/itv-channel-4-unite-sky-tv-ad-measurement-tool-cflight/1718534" rel="noopener noreferrer" target="_blank">ITV and Channel 4 unite with Sky for TV ad measurement tool CFlight</a></p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>