I confess to being a fan of Origin, ISBA's cross-media audience measurement initiative. I believe advertisers' active involvement in measuring audiences is a good thing; in fact, I would go further and say it's essential. I also think ISBA is leading, clearing the path for others to follow. Before getting into why, it's important to state that I am not an ISBA member; I'm not involved in Origin in any professional capacity; and I have no inside track. What follows are my thoughts, and mine alone on how such a service might develop.
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