• by Ray Schultz , Yesterday

Comscore has launched a tool for improving programmatic advertising quality.  

The new solution, Comscore Certified Deal IDs, is integrated with Magnite’s supply-side platform. It leverages Comscore's Media Metrix and Video Metrix rankings, leveraging its Proximic programmatic capabilities, the firm says.

“By combining our trusted ranker data with contextual signals, we’re helping buyers easily identify high-quality inventory,” says Steve Bagdasarian, chief commercial officer at Comscore. “Through our integration with Magnite’s curated marketplace, we’re making it easier than ever to activate programmatic media with confidence."

The Integration with Magnite provides access to 96% of overall omnichannel supply, Comscore claims. 

In addition, the new offering automates manual inclusion/exclusion list creation. And it offers the flexibility to target the top 100, 500, or 2,000 site rankings, depending on need.  

"Having an independent, third-party partner like Comscore validate and package publisher inventory enhances buyer confidence and improves programmatic efficiency," says Kristen Williams, senior vice president, strategic partnerships at Magnite. "By making Comscore’s rankings available within Magnite’s SSP, buyers have turn-key access to Comscore-vetted inventory across various formats at scale." 

One early adopter is Kelly Scott Madison. 

"Having the ability to access quality inventory from a trusted, long-standing third-party like Comscore has never been more critical in the industry,” says Ashley Hutchings, director, digital investment at Kelly Scott Madison. “For our clients, having the inventory quality protections that Comscore Certified Deal IDs provide in programmatic environments is imperative.”