Origin CEO Tom George at Adwanted Events' Future of TV Advertising.
In brief
ISBA last week launched a second consultation regarding advertiser support for Project Origin, the trade body’s initiative to build a cross-media measurement system.
The first consultation confirmed that the advertiser fractional contribution model would become part of Origin’s funding model.
The second consultation, which opened 16 January and closes 10 February, seeks to gain clarity on the details of advertisers’ contribution by asking:
How much should the advertiser fractional contribution be?
What is the most appropriate collection mechanic?
Should the contribution be capped for advertisers?
What is the start date for the contribution to be collected?
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