The trade body for UK advertisers has launched a new cross media measurement programme as advertisers seek to challenge the status quo and ultimately improve the way investment is planned across all media.

Isba director of media Steve Chester will succeed George as interimin managing director.

UK advertisers can now measure deduplicated campaign reach and frequency across linear TV and online platforms through an advertiser-led, independent, single-source dataset. However, it has not all been plain sailing as Tom George describes.

The Cinema Advertising Association (CAA) has committed to integrate cinema data into Isba’s cross-media measurement platform, Origin.

The cross-media measurement solution’s core reporting is now available to all advertisers, with Sky among the first to sign up.

Michaelides, who most recently worked as interim chief customer officer of Great British Racing, takes over from Phil Smith after eight years at the helm.

At The Future of Brands, the cross-media measurement initiative’s planning director explained the reporting options for users.

The project’s chief customer officer said Origin intends to launch in May as a “minimum viable product”, with more features and media partners to come.

The cross-media measurement solution, currently in beta, has issued three requests for proposals to review core elements of its methodology.

Smith will remain connected to the organisation as he will become chair of Origin.