Origin has launched a key testing phase with 35 major advertisers who will test real campaign data across YouTube, Meta and linear TV — without Barb’s TV audience data.

The broadcaster’s commercial boss urged UK advertisers to push back against plans by Isba to use non-Barb TV audience data in its cross-media measurement initiative ahead of trials.

The broadcasters are set to launch a joint measurement panel aimed at tracking the short-term impact of TV advertising on sales in a move they say will give the sector “the measurement it deserves”.

We must work together to build a sustainable future for the industry that nurtures trust and transparency. Being part of the Who Cares? initiative is one way. 

The director of research and planning is leaving the TV marketing body after a decade.

Exclusive: The global video-sharing giant owned by Google has rejoined the Barb measurement system, The Media Leader can reveal.

Euro 2024 has reminded us of TV’s storytelling capabilities and its power as an advertising medium. And it is working hard to adapt to the new consumer and marketing reality.  

Gowen has worked at Reach Solutions, ITV and Channel 4.

Without greater care for standards and joint-industry collaboration, the confusion of competing audience claims will damage the shared language that allows us all to make progress.

A lack of understanding of the benefits and perceived high costs are holding back investment in connected TV advertising, a Teads report has found.