NEWS27 April 2015

ComScore adds Trust Profiles

Data analytics News North America UK

US — Online audience measurement company comScore has started its global roll out of Trust Profiles, a collection of comScore ad metrics, so clients can see how their inventory will be represented in programmatic trading platforms.

This is the first stage of the comScore Industry Trust Initiative which brings an independent measure of quality to the programmatic trading world. It was first introduced in the US in January 2015.

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 UK and the US.

Serge Matta, CEO 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.”