comScore rolls out programmatic trust initiative

The comScore ‘Industry Trust Solution’ for programmatic is now available in 44 countries and is the first stage of a global roll-out which aims to bring an “independent measure of quality” to the programmatic trading world. The initiative was first introduced in the US in January 2015.

The metrics give each client insight as to how their inventory will be represented on programmatic trading platforms and includes audience and category ranking data, viewability ratings and non-human traffic ratings.

“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. Partners include Adform, DataXu, Eyereturn Marketing, MediaMath, Turn, The Trade Desk and Rubicon Project.

“As programmatic trading continues to gain traction, efforts to infuse greater transparency into the buying and selling process are increasingly important,” added Tim Cain, managing director of AOP, the body that represents online publishers.

“We welcome efforts such as comScore Industry Trust that aim to elevate premium quality inventory within the programmatic marketplace, giving buyers greater confidence and ensuring sellers receive fair value for their high-quality inventory.”

Source: Mediatel

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