After years of development and testing, the UK’s cross-media measurement programme is gaining real traction, reports Frances Sheardown from Cannes 2025 — with wider adoption, industry backing and global relevance all firmly in sight.
I’ve always said that Origin, the cross-media measurement initiative being developed by UK advertiser trade body ISBA, was a marathon, not a sprint. But now, finally, we’re able to say we’re hitting the home straight. Years of collaboration, technical build work and robust testing are coming together, and the sense of momentum across the industry is palpable.
After a long journey marked by complex challenges and shared ambition — and following extensive beta trials last year using real campaign data — Origin is finally beginning to show what it can deliver. It also has a growing number of advertisers using the platform, while a broader roll-out is imminent.
In light of this, Kantar Media was especially proud to host ISBA and the Origin team at an event during this year’s Cannes Lions. Not only was it an opportunity to celebrate all the industry has achieved, but a time to collectively consider what we’re about to unlock.
Photo: Nicole Gileadi, Kantar Media; Tom George, Origin; Frances Sheardown, Kantar Media
We were particularly pleased to share one of the most significant technical milestones to date: the delivery of the world’s first production-ready Virtual ID (VID) model built to the WFA’s global cross-media framework. That alone would be a breakthrough. But it’s also the first VID model to incorporate real panel data into deduplication across both platforms and television — a double-world first that pushes the boundaries of what cross-media measurement can look like when done properly.
Of course, Origin has always been more than a technical solution to a long-standing industry challenge. Its true value lies in how it’s used. And as Tom George, Origin’s CEO, made clear in Cannes, it’s now in active use by 35 major advertisers. These beta participants span sectors and spend levels, and they’re already drawing insights from cross-platform campaign data covering linear TV, YouTube and Meta’s platforms. For many, this is the first time they’ve been able to view true, unduplicated performance across such varied media channels, benefitting planning, budgeting and overall media efficiency.
More advertisers are coming onboard
The next phase, launching on 30 June, is another major milestone. Origin will expand access to more advertisers, setting the stage for broader market adoption. It marks a shift in tempo from controlled pilot to something far closer to market-scale implementation.
Crucially, the support behind this next phase reflects the depth and breadth of industry engagement. The Cannes session featured a panel chaired by Phil Smith, outgoing Director General of ISBA — who deservedly received an OBE in June for his services to the sector — and senior voices representing the brands, agencies and platforms working on the trials.
Jerry Daykin, Head of International Media at RBI, discussed the value Origin is already providing in helping advertisers track and evaluate campaign performance with greater clarity and confidence. Harriet Perry, Chief Media and Partnerships Officer at OMG UK, shared how the data is being embedded into everyday workflows, influencing how agencies plan and buy across channels. From Meta, Maggie Burke, Global Director of Client Councils and Industry Initiatives, reflected on the long-standing support from media owners and the importance of shared, consistent metrics in building industry-wide trust and transparency.
Photo: Maggie Burke, Meta; Harriet Perry, OMG UK; Jerry Daykin, RBI; Phil Smith, ISBA
While each perspective had its nuance, the collective message was that Origin is here, it’s being used, and it’s making a difference. Origin is also increasingly seen not just as a UK solution, but as a template for others to follow. Origin remains the first live deployment of the WFA’s global framework, with the ANA’s Aquila initiative set to follow in the US and further interest building in Europe and beyond.
What began as a technical and governance challenge is now a working, evolving system that’s helping to reshape how advertising is measured. Of course, the road ahead still has its complexities and challenges — but the technical foundations are sound, and the collective direction is agreed.
For the first time, we are not just talking about what Origin could be. We’re now seeing what it is truly capable of.
Frances Sheardown is Managing Director, Audiences, UK & Ireland