Principles
Principles
The advertiser community has identified four prioritised, buy-side needs from cross media measurement. These needs are balanced by critical, advertiser supported, industry requirements. This balanced set of needs should form the basis for the design and implementation of ideal solutions.
Origin will be working to the framework published by the WFA. This sets out a ‘North Star’ ambition And a set of principles to guide the evolution of any measurement system:
Governance
- Neutral, independent & objective
- Fair representation across media ecosystem
- Transparent
- Future Focussed
- Funding & Commerical
Standards & Metrics
- Viewable impressions (cross-media)
- Viewable impressions (non-video)
- All impressions counted
- Duration weighting
- Target audience definitions
- Contextual audience definitions
Privacy
- Consent
- Protection of users against 're-identification'
- Governance, ownership and compliance
Technical Infrastructure 'Pipework'
- Single source panel - Truth set, used to adjust and calibrate
- Publisher log data - consistent, audited, transparent
- TV Data sources - Set top box, Smart TV
- Transparent reach and frequency models
Global Principles
The Advertiser ‘North Star’
Advertiser Needs
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FULL LIFECYCLE MEASUREMENT
Planning / Reporting / Optimisation
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CONTINUOUS
Tagless, always-on data capture
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COMPREHENSIVE
TV & all digital (video + other formats)
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FULL-FUNNEL
Outputs & outcomes measurement
Industry Requirements
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PRIVACY-SAFE
Respect for consumer & no risk of re-identification
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FAIR & OBJECTIVE METRICS
Neutral service with metrics for comparability
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TRUST & TRANSPARENCY
Enshrined through regular audits
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ADVERTISING & CONTENT
Measuring ads & editorial context / content
Publishers, Media Owners and Platforms
Advertisers
Agencies
About
Origin is designed to address the needs of advertisers, who need to understand the true coverage of campaigns across digital and broadcast platforms.
They point out the lack of either a standardised approach to video and display measurement or a common measurement approach across media, including broadcast TV. ISBA created Project Origin, intended as a blueprint for a global initiative designed by advertisers to capture the value of advertising across media in a constantly changing consumer environment, aligned with the WFA principles. It has convened advertisers, platforms, broadcasters and media agencies in an unprecedented collaboration to drive this work.
