comScore launches independent metrics for programmatic buying

comScore, Inc  has launched what it is calling its Industry Trust Initiative, aimed at being an independent measure of quality to the programmatic trading world. While programmatic buying promises efficiency and cost savings, one issue plaguing it is the perceived lack of transparency in pricing.This is the first stage of the global rollout, and the initiative was first introduced in the US 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.“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.”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 MMXTM and validated Campaign EssentialsTM (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.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.comScore has given these comments from the industry supporting the move:“As we continue to deliver more relevant and connected human experiences for our clients, we are aware that there is a continued need for technology to allow us to be more precise in our ability to target audiences in safe environments. The comScore Industry Trust Initiative allows us to deliver these experiences in brand-relevant and safe areas at scale.” Jason Tonelli, executive director – Technology, Digital and Content, Starcom MediaVest Group Australia“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. 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, DataXu“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, Rocket Fuel“As programmatic marketing continues its explosive growth and gains adoption by both advertisers and publishers, the importance of having third-party systems that are able to verify the quality of an ad impression cannot be understated. We’re excited to be integrating with comScore to bring its trusted metrics to the marketplace and highlight our shared commitment to delivering only the highest quality of inventory to our clients.” Chris Victory, vice president, global business development, MediaMath“We’re looking forward to quickly integrating comScore Trust Profiles into Turn. This integration will give ad buyers greater confidence that they are purchasing quality impressions based on the same criteria they use to find quality in comScore MMX.” Maureen Little, senior vice president of Corporate and Business Development, Turn “Rubicon Project has been a leader in bringing quality inventory to the marketplace through our direct integrations with the world’s leading publishers and applications. We are pleased to be adding the value of comScore Trust Profiles for our customers, whom will benefit from the additional independent validation of the premium quality inventory they’ve come to expect when transacting across Rubicon Project’s platform.” Dr. Neal Richter, Chief Scientist, Rubicon Project