ISBA and Fifty5Blue discuss investment in UK Origin measurement programme

The Incorporated Society of British Advertisers (ISBA) and Fifty5Blue have entered exclusive discussions about a potential investment by Fifty5Blue in Origin, the United Kingdom’s advertiser‑led cross‑media measurement initiative. The proposed deal would see Fifty5Blue provide capital to accelerate Origin’s development, innovation and scale, while ISBA retains majority ownership and the programme remains industry‑governed and advertiser‑focused.

The investment is intended to fund Origin’s strategic roadmap, strengthening its technology and data capabilities, expanding measurement services and commercial reach, and adding broader media coverage, advanced reporting and planning functionality, and greater interoperability. Origin, supported by around 70 organisations, became generally available to advertisers last summer. ISBA Director General Simon Michaelides said the programme is “a hugely important initiative for advertisers,” and Fifty5Blue CEO Patrick Behr affirmed the company’s commitment to accelerate innovation for the advertiser community.