Origin begins independent audit process

Origin has begun the implementation of its independent audit framework and has issued three requests for proposals (RfPs) to review core elements of its methodology.
The three RfPs cover the core Origin panel, its Virtual ID model, and the campaign reach and frequency implementation.
Together, the RfPs form part of a broader ongoing audit strategy for Origin. Apart from these methodology audits, Origin has also commissioned market research company RSMB during Q1 to oversee the quality framework employed within the solution.
Currently led by advertising trade body Isba, the highly anticipated cross-media measurement solution, launched in beta in September. In November, it introduced an audience segmentation tool and a quarterly survey dubbed the Origin Media Landscape Study.
The beta trial comprises 35 major UK advertisers that are currently testing real campaign data across channels including YouTube, Meta and linear TV. Brands testing the platform have publicly stated their enthusiasm for the trial.
“Independent validation has been a fundamental pillar of Origin since its inception and stakeholders from across the industry have reiterated just how crucial this is to drive trust in the solution,” said Origin CEO Tom George.
“We’re excited to start our audit framework with these three RfPs and particularly to continue working with RSMB, whose expertise will be invaluable in guiding us on quality assurance.”
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