comScore Integrates with Programmatic Ad Platforms

comScore has rolled out a pre-bid technology solution, Bid Ratings, allowing media buyers to use its various rankings and attributes to select programmatic ad buys. The eight initial partner platforms include AppNexus, Centro, Netmining, RythmOne, TubeMobul and Turn.

Bid Ratings enables media buyers to purchase inventory based on key comScore attributes, such as viewability, invalid traffic (IVT), brand safety, contextual categories, page content and site rank. These attributes use existing comScore data assets and methods, including those that power the firm's Media Metrix, Video Metrix Rankings, and validated Campaign Essentials (vCE). The solution also incorporates pre-bid attributes from Proximic, a digital ad analytics company acquired by comScore earlier this year.

The Bid Ratings solution is currently available in a number of global markets including Canada, France, Germany, Italy, Mexico, Spain, the UK and the US.

comScore SVP Anne Hunter (pictured) comments: 'In order for programmatic to reach its true potential, the market needs trusted and independent metrics. By collaborating with these initial leading DSPs to bring Bid Ratings to buyers, we're putting independent metrics in the places buyers need them, paving the way for a more transparent and trusted programmatic environment'.

Web site: www.comscore.com .