comScore has announced that media sellers around the globe now have the ability to showcase the true quality of their advertising inventory available for sale in programmatic environments through the use of trusted, independent metrics. This is the first stage of the global rollout of the comScore Industry Trust Initiative which brings an independent measure of quality to the programmatic trading world. The initiative was first introduced in the U.S. in January 2015.
As of 1 April, comScore publisher clients have access to their Trust Profiles – a collection of comScore key advertising metrics – which give each client insight as to how their inventory will soon be represented in programmatic trading platforms.
comScore Trust Profiles include key advertising metrics such as audience and category ranking data, viewability ratings and non-human traffic (NHT) ratings, all of which are consistent with the metrics available in comScore MMX™ and validated Campaign Essentials™ (vCE®) that advertisers and publishers use for traditional ad buys. Trust Profiles are now available with MMX metrics in 44 markets, with additional in-depth vCE metrics available in Australia, Canada, France, Germany, Italy, Spain, the U.K. and the U.S.
“The growth of programmatic around the world no longer needs to be accompanied by a concern about the quality of inventory that’s being bought and sold,” said Serge Matta, CEO of comScore. “Expanding comScore Industry Trust – and specifically Trust Profiles – globally to media sellers is another step forward in elevating high quality inventory and ensuring that sellers receive fair value for those impressions. comScore Industry Trust ultimately offers a proactive way to create a trusted marketplace that better serves the needs of both buyers and sellers.”
Trust Profiles will also be available in select DSPs in key international markets later in 2015. Integration partners include Adform, DataXu, Eyereturn Marketing, MediaMath, Turn, The Trade Desk and Rubicon Project. Additional partners will be announced throughout the year.