Some of the world’s biggest consumer brands and technology companies such as Google and Meta have backed the trial launch of a new system in the UK to measure advertising across television and digital services.

Designed to better understand how advertising works across increasingly fragmented media channels, the UK platform has raised ￡20mn to launch with five major advertisers using the system for the first time, including Procter & Gamble, L’Oréal, EE, PepsiCo and Unilever.

The Incorporated Society of British Advertisers (ISBA), which represents the majority of the UK’s biggest spending brands, has been working on the platform for the past two years. The system has been devised to be able to be adopted in other parts of the world after the UK rollout.