Long reluctant to fund industry metrics, advertisers are finally putting their hands in their pockets in a bid to cut out “10 per cent plus” of wasted media spend globally. They are bankrolling a single source pilot for cross-media measurement and Australia has pledged to “fast follow” the UK-US lead on what has been dubbed Project Origin. The upshot will be “seismic” according to Unilever’s VP, Global Media, Sarah Mansfield and will cause “a lot of angst in some quarters,” acknowledges the AANA’s John Broome. Change is coming and media owners, agencies and measurement providers need to get across it, fast. WFA Director of Global Media Services Matt Green and ISBA’s Project Origin Director, Richard Holtan, join Paul McIntyre on the mics.