ISBA opens Origin ad levy consultation

ISBA’s cross-media measurement initiative, Project Origin, will consult UK advertisers about creating a levy on media activity to part-fund its work

The industry-wide consultation will last for eight weeks and aims to clarify if advertisers would be comfortable with a proposed 0.1% levy on gross media spends on Origin-measured channels.

This system would be designed to cover costs for advertisers to receive a “core report” from Origin on these channels and there would be a cap for the largest spenders.

Prior to this, Origin’s funding has come from its stakeholders including 25 advertisers, eight other industry bodies and six agencies.

These stakeholders do not include TV broadcasters ITV, Channel 4 and Sky, which have not funded Origin so far in its first two stages of development.

Origin started phase three of its development earlier this year.

Earlier this month, ISBA announced it would start looking for a CEO of Origin, a new position, as Tracey Kitt, the current director of Origin, will leave at the end of the month for an external permanent chief technology officer role.

There will be an online session on 20 April at 3pm for those in the industry with questions on the levy and a full consultation document can be viewed via this link.