Isba, the trade body for UK advertisers, is in exclusive discussions with media measurement provider Fifty5Blue to enter into a partnership for minority control of the cross-media measurement service.

Outgoing and incoming Isba directors general Phil Smith and Simon Michaelides speak about the next stages of Origin, loss of trust between agencies and clients, challenges facing CMOs, and whether there should be an Isba for small businesses.

Advertisers need to “lean in” more to the cross-measurement project, according to the trade body’s director-general.

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.

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.

Origin, the cross-media measurement solution managed by trade body Isba, will have received £52m in funding by the end of this year.

The alpha trial is set to commence in July with EE, L’Oréal, PepsiCo, P&G and Unilever participating, and with data from digital video, digital display and linear TV.

In brief: whereas the first consultation asked advertisers whether they would be happy to contribute in principle, the second asks about the details of the contribution.