Stories that mattered this week: Origin launches — now what?

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 --- Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.  LinkedIn: The Media Leader YouTube: The Media Leader