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comScore rolls out programmatic trust initiative in 44 countries

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MUMBAI: Media sellers around the globe will now have the ability to showcase the true quality of their advertising inventory available for sale in programmatic environments through the use of comScore’s 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 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.

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. 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,” said comScore CEO Serge Matta.

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’sefforts to enable trusted transactions of advertising:

“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,” said Starcom Media Vest Group Australia executive director – technology, digital and content Jason Tonelli.

DataXu VP corporate and business development David Shapiro added, “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.”

Rocket Fuel VP product and operations Europe David Nelson said, “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.”

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