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.

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.