CFlight was launched in March 2022 in beta mode and developed by Sky Media, ITV and 4 Sales in the UK.

The tool reports de-duplicated reach and frequency for campaigns aired on both linear and broadcaster video on demand (BVOD).

The next major upgrade of CFlight, due later this year, will allow buyers to assess campaign performance across a total of 14 target audiences.

Following the transfer of governance, Barb will take responsibility for the overall project management of CFlight and a dedicated joint-industry project team, with buy-side and sell-side representatives, will be established to oversee CFlight’s delivery, future service development and the implementation of standards.

Justin Sampson, chief executive at Barb, said: “The evolution of CFlight into a joint-industry service, overseen by both buyers and sellers of advertising, is an important moment.

“As ever, Barb will continue to be guided by the joint-industry principles of fair-and-comparable audience measurement.”