ISBA made a significant announcement in November regarding the evolution of cross media measurement.
The trade body for UK advertisers launched ’Origin’ - the first national execution of the global principles set out by the World Federation of Advertisers (WFA) in October to challenge the status quo and improve the way investment is planned across all media. You can read the full story here.
It’s a bold move to tackle a growing problem for advertisers, and has been broadly welcomed by the IPA and research specialists.
The programme is only in its infancy, so we’ll need to see how it plays out.