comScore Industry Trust Solution for Programmatic Now Available in 44 Countries
— comScore Independent Metrics, First Made Available for Media Sellers, Will Elevate Quality Inventory Worldwide
LONDON, April 27, 2015 – comScore, Inc. (NASDAQ : SCOR) today 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™ Multi-Platform and validated Campaign Essentials™ (vCE®) that advertisers and publishers use for traditional ad buys. Trust Profiles are now available with comScore 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.
Support for comScore’s Efforts to Enable Trusted Transactions of Advertising
Demand-Side Platform Supporters
“At DataXu, we pride ourselves on giving our clients complete visibility into the data they’re using to make advertising decisions, and total control to manage those sources appropriately. The comScore Industry Trust will provide a welcomed layer of independent validation, giving our clients and the broader industry greater confidence in the impressions that are being bought and sold programmatically.”
David Shapiro, VP Corporate and Business Development at DataXu
“At Adform, we’re constantly identifying ways in which we can provide a superior buying and selling experience to the clients we serve. We’re pleased to see comScore introducing its Industry Trust initiative, as we believe that it echoes the vision and values of Adform’s Virtue Suite, which focuses on ensuring a brand friendly programmatic environment, and provides quality, transparent, brand safe and fraud-free display advertising for all of our clients. Industry Trust will provide buyers and sellers with full transparency in regards to their transactions, and will ultimately help to ease concerns among all sides of the ecosystem about the quality of impressions that are being bought and sold, instilling greater trust in programmatic and digital advertising overall.”
Martin Stockfleth Larsen, Chief Marketing Officer, Adform
“It is important that the lack of trust and clarity of supply within programmatic is addressed. We welcome comScore’s Industry Trust initiative as a great move towards highlighting quality in programmatic, by providing a level of transparency in the pre bid environment that has been so lacking to date.”
David Nelson, VP Product and Operations Europe, RocketFuel
Industry Endorsements
“As programmatic trading continues to gain traction, efforts to infuse greater transparency into the buying and selling process are increasingly important. 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.”
Tim Cain, Managing Director of AOP
“UKOM brings people profiles to digital audience measurement, so UKOM is supportive of initiatives that bring greater transparency trust into the measurement of people rather than machines – thereby reducing the opportunity for fraud. comScore Trust Profiles is such an initiative and employs UKOM-approved data – enabling media buyers and sellers to use the industry’s online audience measurement currency within the pre-bid, programmatic marketplace.”
Douglas McArthur, Chairman of UKOM
“Microsoft Advertising is firmly committed to preserving the integrity of today’s digital ecosystem. In this responsibility, that must be jointly assumed by the entire industry, initiatives like comScore Industry Trust are essential to identify fraud and ensure the delivery of results; in short, to further develop efficient and high quality digital advertising.”
Cecilia Francoli Belinchon, Head of Marketing, Spain and Portugal, Microsoft Advertising
About the comScore Industry Trust Initiative
The comScore Industry Trust Initiative is designed to enable trusted transactions of quality advertising between buyers and sellers. It aligns with five principles of the U.S. Internet Advertising Bureau (IAB) Trustworthy Digital Supply Chain Initiative, which aims to (1) eliminate fraudulent traffic, (2) combat malware, (3) fight internet piracy, (4) promote brand safety and (5) create accountability. comScore is working with Joint Industry Committees, trade associations, and auditors around the world that are pursuing similar objectives.
Additional offerings for both media buyers and sellers are forthcoming as part of the Industry Trust Initiative. All products are designed to help both buyers and sellers create a high quality programmatic environment.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
