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Stories that mattered this week: Origin launches — now what?
Description
Jack Benjamin and Omar Oakes are back to review the big media business news of the week, starting with the launch of Origin, Isba's world-first cross-media measurement tool.
It may be billed as a "beta" launch with a limited pool of 35 advertisers, but Oakes explains why "as far as Isba is concerned, Origin is now officially launched".
The Media Leader duo also discuss ITV's first-ever generative-AI ads created for small businesses, Roblox’s progression into advertising and The London Standard's decision to revive a dead art critic.
Highlights:
01:00: Isba launches beta trials for Origin with real data
12:00: Barb includes Netflix and Discovery+ in total campaign planning
20:00: Roblox creates a walled garden as it leans in to ad strategy
23:30: ITV's generative-AI ads
30:00: Why is TikTok putting up paywalls?
33:30: Perplexity woos brands with AI search offer: should Google be worried?
37:00: Why The London Standard is 'reviving' Brian Sewell through AI
Related articles:
Isba’s Origin goes live with real audience data for first time
Barb extends total campaign planning to include Netflix and Discovery+
Roblox moves to create a walled garden as it leans into ad strategy
The future of TV ads? ITV creates two spots with generative AI
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