comScore Adds 'Trust Profiles' to Programmatic

comScore has launched a new service promising media buyers the ability to use the firm's key advertising metrics directly in programmatic trading platforms.

The release marks the first offering from the company's Industry Trust Initiative, which is designed to enable 'trusted transactions of quality advertising between buyers and sellers'. The key metrics, known as 'comScore Trust Profiles', mirror those available in comScore's Media Metrix Multi-Platform and validated Campaign Essentials (vCE) and include non-human traffic (NHT) certifications, top properties rankings, viewability and demographic statistics. Clients can now view their own Trust Profiles, in private, in the comScore interface.

The Profiles will first be available in MediaMath, Turn, The Trade Desk, Rubicon Project and Eyereturn Marketing, and will soon be added to other programmatic buying and selling platforms, the firm says. CEO Serge Matta comments: 'As an independent measurement company, we believe that offering consistent, independent metrics in both programmatic and direct environments will instill greater confidence in the industry. The Industry Trust offers a proactive way to elevate quality inventory and create a trusted marketplace that better serves both buyers and sellers.'

Web site: www.comscore.com .