ISBA’s Origin cross-media measurement initiative is recognised as a world-leading innovation, with the aim of giving advertisers a single-source, non-proprietary and independently audited view of de-duplicated reach and frequency across their ad campaigns. The Beta Trials commenced in September 2024 and involved 35 major advertisers who tested real campaign data across YouTube, Meta and linear TV. The whole-market launch of Origin v1 is scheduled for early 2025 so we will hear the learnings from the Beta Trials and anticipate, or reflect upon, the product launch. Ahead of the Beta Trials, one brand leader hailed the potential for Origin to “deliver real gains in effectiveness and efficiency” and another said we “could be looking at a much more efficient industry altogether”. We want to know if the trial results cemented that confidence.