For the third consecutive year, Kantar Media hosted ISBA, the body representing advertisers in the UK, for a briefing in Cannes. We were excited to share an update on Origin as several milestones have been achieved in the past twelve months.
Origin was created to address the needs of advertisers seeking to understand and plan campaigns across media – and the annual briefing gathered leaders from buy and sell sides, reflecting the importance of this project to the industry as a whole.
Patrick Béhar, Global CEO of Kantar Media opened the briefing with a welcoming speech. Then Phil Smith (Director General of ISBA) and I gave an update on progress on the project to date – and it’s been a big year!
We have completed the build of the single-source panel of 2500+ homes which are now reporting data via our PeopleMeter 7 and Focal Meters and have all consented to privacy-safe data integrations with first-party data from online platforms. The panel is now running with Google and Meta integrations and the first VID (Virtual ID) models have also been delivered.
Beyond looking back at the past twelve months, we also addressed what is coming up next. Further iterations of the VID model are in progress and we’re already working with other platforms on their integrations. The second half of 2024 looks to be just as busy as the first half.
The briefing wasn’t just an update on the project but also a fantastic opportunity to spark industry wide conversations.
ISBA sought to engage with the agency world early on. Media agencies have been fundamental in the support and development of Origin with all six of the big agency groups now involved. ISBA’s Bobi Carley hosted a fire-side chat – albeit in Cannes, we may have preferred a colder analogy – with Luke Bozeat, Chief Operating Officer, Group M, and Jenny Bullis, CEO UK & Ireland, Dentsu Media. They shared their perspectives on the Origin project and why it is going to make a difference for agencies. They touched on the benefits of third-party measurement, the significance of audience validation and the crucial role of collaboration.
Finally, the event ended with a Q&A session which allowed the conversation to be both industry wide and worldwide: attendees from markets such as the USA and France not only participated in the conversation but also asked thought-provoking questions. We’re all in this together – exciting times!
Origin is a marathon, not a sprint and as more and more organisations join us in the journey, more value is being delivered for the wider industry. Learn more about Origin at: https://originmediameasurement.com