ComScore rolls out ‘Trust Profiles’ letting advertisers incorporate viewability and anti-fraud metrics into programmatic buying
ComScore has rolled out an ‘Industry Trust Solution’ for programmatic buyers, meaning advertisers can incorporate viewability and anti-fraud metrics into their pre-bids.
The new metrics, available in 44 countries including the UK, have initially been made available for media sellers and are aimed at boosting the quality of inventory in the programmatic ecosystem globally.
The move marks the latest stage in ComScore’s ongoing Industry Trust Initiative, first introduced in the US in January. This was formed to crack down on ongoing industry issues such as ad fraud, non-human traffic, internet piracy, and improve overall brand safety and "trusted transactions" between buyers and sellers in the digital advertising ecosystem.
The pre-bid metrics include attributes such as top properties rankings, viewability ratings and non-human traffic ratings, all of which are consistent with the metrics available in the ComScore MMX Multiplatform and validated Campaign Essentials that advertisers and publishers use for traditional ad buys.
Since 1 April, publishers which are ComScore clients have been able to privately view their own Trust Profiles via the new interface, showing them how their sites are represented in programmatic platforms.
ComScore will bolster the Trust Initiative with further products including a seller certification programme, later this year. Currently the demand side platforms which plug in are Adform, DataXu, Eyereturn Marketing, MediaMath, Turn, The Trade Desk and Rubicon Project.
Trust Profiles is now available in countries including the UK, Australia, Canada, France, Germany, Italy, Spain, and the U.S.
The news comes as UK online measurement (UKOM) body has renewed its contract with ComScore as the exslusive partner for online media audience measurement for a further three years.
ComScore has had the contract since 2012 when it won it from rival provider Nielsen, and this renewal will see it remain UKOM’s preferred data supplier until March 2018.
UKOM is jointly owned by the Internet Advertising Bureau (IAB) and Association of Online Publishers (AOP), and is run by a cross-industry board with representatives from other trade bodies including ISBA and the IPA.
The new contract will see the two work together on measurement of new platforms while addressing emerging technologies and the subsequent changes in human behaviour which they bring about.