This session will share the latest news from Origin, ISBA’s advertiser-led cross-media measurement service. The presentation will explain Origin, share who is involved and present the types of output the live Origin service provides to advertisers. A key focus will be on the use cases for Origin data, with the hope that very early case studies will be shared. The team will also present the latest on the Origin roadmap, including how and when the service will measure an increasing number of media channels, and evolve new datasets to support planning and outcomes measurement. And with the US ‘Aquila' initiative picking up pace, the discussion will share an update on the global framework orchestrated by the World Federation of Advertisers.