Origin Selects Providers for Methodological Audits

Origin, the the cross-media measurement initiative set up by the UK's ISBA, has announced the appointment of three auditing bodies - Pure X Media, ABC and Milton Data - to evaluate core elements of its methodology.

Origin is part of a global, advertiser-led initiative backed by the World Federation of Advertisers and aims to help organisations plan and measure campaigns across digital and broadcast platforms. 35 major advertiser members have been trialling the system since last September, and it is scheduled to launch for general use at the end of this second quarter.

Origin says it is committed to transparency and to proving the quality and objectivity of the various components of its system. The audit appointments, which start this month and are part of an ongoing audit strategy, aim to ensure this.

Audience measurement validation specialists Pure X Media will examine Origin's single-source panel, while industry-owned auditor ABC will evaluate its Virtual ID model deployment. Media and marketing analytics body Milton Data will assess the campaign reach and frequency implementation.

CEO Tom George (pictured) comments: 'We had strong interest in our audit RFPs from a range of industry practitioners, and selected Pure X Media, ABC and Milton Data based on the considerable experience and expertise that they each bring to meet our needs. We look forward to starting the audit process with each company and delivering the trust and transparency that the industry expects from the Origin solution'.

Web sites: www.originmediameasurement.com and www.isba.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.