The WFA initiative, which launched last month, is backed by advertisers including Mastercard, EA, P&G and Unilever.

Origin will now work with the WFA to translate its principles, which were developed in September across four areas – privacy, measurement infrastructure, metrics and data, and governance – into a working design and operating model for the UK.

Speaking at the asi International TV & Video Conference in Prague yesterday ( 7^th November), Phil Smith, director general of ISBA said: “Cross media measurement has for some time been a key priority for our members and for ISBA. As a core contributor to the WFA programme, we are delighted to be launching Origin, a critical project to spearhead the development of a cross media measurement tool.”

ISBA wants to work with advertisers, publishers, broadcasters, digital platforms and agencies on the initiative, with the aim of planning investment across all media.

Smith added: “It will be critical that the UK approach is consistent with global principles, especially in respecting consumer privacy and complying with current and future regulation in this area. We look forward to further discussions with broadcasters, publishers and UK JICs to establish how this can support and enhance existing media currencies.”

Stephan Loerke, chief executive at WFA, said: “It is encouraging that ISBA is taking up the baton in seeking to implement WFA’s global principles for cross media measurement. We’re working with global actors to develop frameworks but measurement takes place locally and it’s critical that we work hand-in-hand with local markets to pilot and implement.”

Belinda Beeftink, director of media research at the IPA, broadly welcomed the initiative, saying: “The IPA has been supportive of the ISBA UK cross media measurement initiative for the past year. It is clear that both advertisers and agencies want better and more measurement of all video and we will be working closely with ISBA to ensure that any development in measurement adheres to JIC standards of accountability, transparency, quality and independence.”

Beeftink added the IPA’s TouchPoints survey and the new ISBA initiative should “complement each other well”.