US analytics company comScore has announced the rollout of its ‘Industry Trust Initiative’, an independent measuring system for the programmatic trading world.
The initiative was first introduced in the US back in January this year. As of 1 April, publisher clients of comScore will have access to their own ‘Trust Profiles’, a collection of comScore key advertising metrics which will allow media sellers around the world to showcase the “true” quality of their ad inventory.
The comScore ‘Industry Trust Solution’ is available in 44 countries and is the first stage of a global roll-out. It was first introduced in the US in January this year. The metrics will show each client how their inventory will be represented on programmatic trading platforms and includes audience and category ranking data, viewability ratings and non-human traffic ratings.
Serge Matta, chief executive of comScore, said: “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.”
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, with additional partners to be announced throughout the year.
David Shapiro, vice president of corporate and business development at DataXu, 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.
“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.”
Separately, comScore and Kantar Media today (28 April) unveiled their first cross-media audience measurement tools, following the alliance set up between the two businesses in February.
The offering includes ‘Extended TV’ measurement, including content broadcast in simulcast or on-demand; ‘Total Video’, for all video content from online platforms; and ‘Total View’, incorporating all online content, whether video or text-based.