Earlier this year, comScore announced the launch of an “Industry Trust” initiative intended to bring its advertising metrics directly to programmatic ad platforms. The initiative’s purpose was to give media buyers the same metrics to transact upon for both programmatic and direct campaigns.
To carry out the initiative, comScore introduced “Trust Profiles” to the programmatic marketplace. The profiles are, essentially, pre-bid data packets that give programmatic advertisers an in-depth look at a publisher’s available inventory. It’s akin to the type of pre-campaign data that advertisers would examine prior to inking direct deals.
The initiative was introduced in the U.S. in January. On Monday, just over three months after its introduction, comScore announced it has expanded the “Trust Profiles” to 44 markets, including Australia, Canada, France, Germany, Italy, Spain, the UK and others.
“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,” stated Serge Matta, CEO of comScore.
In addition to expanding its “Industry Trust” initiative worldwide, comScore has also added new ad tech partnerships. Adform and DataXu have joined comScore’s list of demand-side platform (DSP) partners that have access to the “Trust Profiles.”
Existing DSP partners include MediaMath, Turn, The Trade Desk, Rubicon Project and Eyereturn Marketing. comScore says additional partnerships will be announced throughout the year.
“It is important that the lack of trust and clarity of supply within programmatic is addressed,” stated David Nelson, Europe VP of product and operations at Rocket Fuel. “We welcome comScore’s Industry Trust initiative as a great move toward highlighting quality in programmatic, by providing a level of transparency in the pre bid environment that has been so lacking to date.”