Exclusive: Barb is in active talks to join Origin under a plan that would see the cross-media measurement platform incorporate two reports with different viewability standards.

UK broadcasters are being put on the “backfoot” by Isba’s cross-media measurement platform Origin, a Sky Media executive warned, citing concerns over data access and transparency.

Media agencies are already making buying decisions based on video impression data that falls below the Barb benchmark, writes VMO2’s former head of media.

Isba has beta-launched Origin without Barb data and is delivering data that doesn’t meet MRC standard. Why is the industry risking more friction and higher costs?

Jack Benjamin and Omar Oakes are back to review the big media business news of the week, starting with the launch of Origin, Isba’s world-first cross-media measurement tool.

Any suggestion that an advertiser might use Origin as a currency to apply the same value to very different AV formats is somewhat of an insult, writes Direct Line Group’s head of performance marketing and CRM.

Jack Benjamin and Omar Oakes discuss the major stories of the past week, including the proposed sale of The Observer to Tortoise Media, scenes from recent Radiocentre, Thinkbox and Who Cares? events, and product updates from Meta and Snap.

Outgoing president Margaret Jobling announced winners of inaugural awards.

The development of a US cross-media measurement solution will now be the responsibility of Aquila.

Havas Media Network UK will feed into the UK cross-media measurement initiative’s future product scope and involve its clients in beta trials.