ISBA has announced the launch of a UK Cross Media Measurement Programme, Origin, to pursue one of the first national executions of the global principles and approach for cross media audience measurement being developed by the World Federation of Advertisers (WFA). The project is backed by some of the world’s biggest advertisers and will see the UK take a leading role in translating a measurement approach developed by the WFA and its member organisations into a practical, privacy-safe solution which will allow advertisers better to manage their media investments for…
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