Origin Awards Audit Contracts Reflecting a Core Pillar of Origin’s Approach

Origin, ISBA’s UK cross-media measurement programme, has appointed three auditing bodies to evaluate core elements of the methodology following an RFP process.

Transparency has been a core pillar of Origin since its inception, to ensure that users have confidence in the methodology and the campaign data being produced. The Origin system comprises several key components, and Origin is committed to proving their quality and objectivity. To this effect, in 2025 Origin are commissioning independent audits from bodies with ample knowledge and experience.

Audience measurement validation specialists Pure X Media have been awarded the contract for auditing the Origin single-source panel, while industry-owned auditor ABC will evaluate the Virtual ID model deployment, and Milton Data, a global expert in media and marketing analytics, will assess the campaign reach and frequency implementation. The three audits form part of an end-to-end and ongoing audit strategy for the Origin solution, and will start this month.

These appointments come as Origin continues its beta trial and moves towards expanded availability later in 2025.

Tom George, CEO, Origin commented, “We had strong interest in our audit RFPs from a range of industry practitioners, and selected Pure X Media, ABC and Milton Data based on the considerable experience and expertise that they each bring to meet our needs. We look forward to starting the audit process with each company and delivering the trust and transparency that the industry expects from the Origin solution.”

Pushkar Kulkarni, founding partner, Pure X Media added, "It is indeed an honour to be awarded the task of validating the Origin Cross Media Measurement Panel. It is one of the pioneering projects, globally, and we are looking forward to fulfilling our responsibilities with diligence and expertise. This opportunity reflects our commitment towards maintaining high standards in audience measurement. We thank the Origin team for choosing us as their partners.”

Simon Redlich, chief executive, ABC added, “We’re delighted to be selected by Origin to provide one of the independent audits which are core to their plans. We look forward to examining the Virtual ID model deployment, providing trusted assurance to users of this world first cross-media measurement platform.”

Ian Garland, managing director, Milton Data added, “Milton Data welcome the opportunity to audit the implementation of the Origin Reach and Frequency methodology. We recognise that validating the implementation is critical to Project Origin’s objective of providing an independent, unbiased estimate of cross-platform campaign results.”