ISBA’s Project Origin commissioned RSMB to review the WFA framework for cross-media measurement, a key element of which is a Virtual ID methodology.

Project Origin has now published RSMB’s review which can be found on its website here. RSMB found that the VID model presents a plausible solution. In our view, the framework merits a proof of concept evaluation before it can be approved or rejected.

RSMB reviewed the methodology as independent experts. We are neutral to any particular cross-media measurement solution.