Origin, the world-first cross-media measurement platform led by Isba, went live in September through the launch of beta trials with 35 major UK advertisers.

While advertisers in the beta trials have signalled their excitement, Origin has been received with a more tepid response by some stakeholders, particularly in TV broadcasting and at some agencies, over its inclusion of non-Media Rating Council-standard viewability measures.

Last month, The Media Leader editor-in-chief Omar Oakes sat down with Isba director-general Phil Smith at The Future of Media London conference to ask him tough questions about the future of Origin, concerns around measurement and what advertisers are making of the beta trials so far.

Smith explained: "[Critics] come from a background which is about currency measurement, where historically the real creed has been apples with apples. [They] come to this with a different set of views from those that are really hell-bent on evaluation, where what they're really looking for is richness in the data and granularity."

He added: "Change is never easy."

Highlights

2:11: What has been learned from the beta phase so far?

4:08: Why Barb hasn't bought in

10:30: Origin's perception in the market

13:42: Funding and development

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