Fifty5Blue in talks to invest in UK cross-media measurement platform Origin
August 3, 2026 12.04 Europe/London By Julian Clover


The Incorporated Society of British Advertisers (ISBA) has entered exclusive discussions with Fifty5Blue, formerly Kantar Media, over an investment to accelerate the next phase of the UK’s advertiser-led cross-media measurement programme, Origin.

The proposed agreement would see Fifty5Blue invest in Origin as it continues its transition into a standalone company, while ISBA retains majority ownership and advertisers continue to lead its strategic direction.

Origin was developed to provide a single, independent view of campaign performance across television, streaming, online video, social media and other advertising platforms. It became generally available to advertisers in 2025 and is backed by almost 70 organisations across the advertising, agency and media sectors.

The investment would support the next phase of Origin’s development, including broader media coverage, enhanced reporting and planning tools, improved interoperability and expanded measurement services.

Fifty5Blue rebranded from Kantar Media earlier this year following its separation from Kantar Group and acquisition by H.I.G. Capital. The company operates audience measurement services in more than 60 markets worldwide and provides many of the television ratings currencies used by broadcasters and advertisers.

ISBA Director General Simon Michaelides said Origin remained “a hugely important initiative for advertisers” and described the programme as critical to delivering a world-first in cross-media measurement.

Patrick Béhar, Chief Executive of Fifty5Blue, said the company would support Origin’s mission through further investment designed to accelerate innovation for advertisers.

The two organisations expect to reach a final agreement in September, with the transaction due to complete later this year.