Exclusive: Barb is in active talks to join Origin under a plan that would see the cross-media measurement platform incorporate two reports with different viewability standards.
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The solution will initially be available to advertisers in the UK, Germany and the Nordics, with additional markets added at a later date.
Brand marketers are enthusiastic about Origin and want Barb data included. But at a Barb briefing, media strategists and effectiveness experts expressed caution when comparing non-standardised audience measures.
Editor in chief Omar Oakes sits down with Isba director general Phil Smith to discuss Origin’s future and consider criticisms around measurement standards.
The survey of 80,000 Brits aims to track demographics, media behaviours, subscriptions (including SVOD ad tiers), product preferences and more.
The latest research from Ebiquity and Lumen has shown that, on a basic level, we can probably use attention to predict profit. But it has also revealed something important about human desire.
The array of measurement solutions provide an abundance of subjective information and a scarcity of actionable truth. Advertisers need to keep it simple by focusing on transparency and robust experiments.
UK broadcasters are being put on the “backfoot” by Isba’s cross-media measurement platform Origin, a Sky Media executive warned, citing concerns over data access and transparency.
Isba has beta-launched Origin without Barb data and is delivering data that doesn’t meet MRC standard. Why is the industry risking more friction and higher costs?
The social video giant has unveiled a new AI-powered suite, measurement tools that “correctly” value TikTok’s contribution to outcomes and an expansion of its Out of Phone initiative.