Exclusive discussions are underway to accelerate the next phase of Origin, the UK’s advertiser-led cross-media measurement initiative
London, 31 July 2026 – The Incorporated Society of British Advertisers (ISBA) and Fifty5Blue today announced that they have entered into exclusive discussions regarding investment in the continued growth of Origin, the UK’s pioneering cross-media measurement programme.
The two organisations are working to finalise an agreement which would see Fifty5Blue invest in Origin in order to accelerate its development, innovation and scale.
This is the next stage for Origin as it further establishes itself outside ISBA as its own company. ISBA will retain majority ownership; crucially, Origin will remain an industry-governed initiative and continue to be advertiser-led, with the priorities and needs of advertisers guiding its strategic direction.
This investment will support the delivery of Origin’s strategic roadmap, strengthen its technology and data capabilities, and underpin the expansion of its measurement services and commercial reach.
It comes at a strategically important moment for Origin, as the programme enters its next phase of development following general availability to advertisers last summer. The programme roadmap includes broader media coverage, advanced reporting and planning functionality, and greater interoperability to improve and support outcomes measurement and continued innovation.
Origin will continue to deliver against the World Federation of Advertisers’ cross-media measurement ‘North Star’ principles that have underpinned the programme since its creation: transparency, independence, privacy, comparability, and accountability. It remains supported by almost 70 organisations, including advertisers, media agencies, and inventory partners representing a host of different media.
Simon Michaelides, Director General of ISBA, said:
“Origin is a hugely important initiative for advertisers and remains a top priority for ISBA. The programme is critical to delivering a world-first in cross-media measurement, and therefore to marketing effectiveness.
“As Origin progresses into its next stage of development, we are delighted to partner with Fifty5Blue to accelerate the roadmap and meet advertiser needs. ISBA will continue to shape and control Origin’s strategy in partnership with the team at Fifty5Blue.”
Patrick Behar, CEO of Fifty5Blue, said:
“Fifty5Blue hugely values its long-term partnership with the advertiser community, with ISBA, and with Origin. We are committed to supporting Origin’s mission with further investment to accelerate innovation for advertisers. This increased collaboration with ISBA is clear evidence of our focus on innovation and partnership across the entire media ecosystem.”
Both parties aim to reach agreement in September, with the transaction concluding in late November.
About Origin
Origin is ISBA’s advertiser-backed programme, designed to create a blueprint for cross-media measurement. It is part of a global initiative to capture the value of advertising in a constantly changing consumer environment.
Origin is designed to address the needs of advertisers, who need to understand and plan campaigns across online and offline media channels. They point out the lack of either a standardised approach to video and display measurement or a common measurement approach across media, particularly across digital platforms and between digital platforms and broadcaster TV.
ISBA has been working with the World Federation of Advertisers (WFA) to convene advertisers, online platforms, and broadcasters to discuss a common global approach.
www.originmediameasurement.com
About ISBA
ISBA is the only body that represents brand owners advertising in the UK. We empower them to understand the industry and shape its future because we bring together a powerful community of marketers with common interests; lead decision-making with knowledge and insight; and give a single voice to advocacy for the improvement of the industry.
ISBA is a member of the Advertising Association and represents advertisers on the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice, sister organisations of the Advertising Standards Association, which are responsible for writing the Advertising Codes. We are also members of the World Federation of Advertisers. We can use our leadership role in such bodies to set and promote high industry standards.
About Fifty5Blue
Fifty5Blue delivers clarity to brands, agencies and media owners in how people consume media. We lead the world in audience measurement, consumer insight and advertising intelligence. We bring transparency and consistency to the media industry. Operating in over 80 countries, our data is the trusted currency that powers smarter decisions and drives the evolution of the media ecosystem.