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.
The Benefits of Origin -– and How to Fund It
![The Benefits of Origin -– and How to Fund It](/media/articles/john-salzarulo-RGppcK4DTH4-unsplash_2.jpg.550x380_q85_box-0%2C0%2C615%2C427_crop.jpg.webp)