Isba gets industry approval to fund cross-media measurement tool with ad levy

The Incorporated Society of British Advertisers (Isba) has won approval from the ad industry to part-fund its cross-media measurement solution. After positive feedback from agencies, broadcasters and trade bodies, Isba will enter the second phase of consultation to agree on cost and timings.
Ibsa’s Origin project, which combines panel data and first-party data, is currently in development and being prepped for a 2024 rollout. After a successful proof-of-concept trial in January, the t