The changes to CFlight will allow advertisers and media agencies to get more information on advertising campaigns across linear and video-on-demand (VOD) services.

CFlight is a free campaign validation service for advertisers, which came under Barb’s authority in January this year following its launch in spring 2022.

The latest upgrade will see CFlight incorporate 14 of the most used traded audiences onto its system.

CFlight is complementary to Barb’s Advanced Campaign Hub, which provides pre-campaign planning analysis across linear channels and VOD services, including budget optimisation.

As part of Barb’s joint-industry reporting of audiences, the organisation said it intends to expand the number of services included in CFlight and the Advanced Campaign Hub, with any VOD or streaming service that is a full Barb licensee able to participate on the same terms as existing participants.

Luca Vannini, head of campaign audiences at Barb, said: “This business-critical development of CFlight is transformational for advertisers and media buyers. For the first time, they have free access to total campaign performance reporting against major trading audiences.

“Full investment accountability on campaigns that run across what people watch in the UK, both on both linear and VOD services, is now available from this ground-breaking industry collaboration.”