comScore Rolls Out 'Trust' Offer in Canada and Beyond

Digital audience specialist comScore has rolled out its 'Industry Trust Initiative' in Canada; and is shortly to extend its 'Trust Profiles' metrics to a total of 44 global markets.

The 'Initiative', launched in the US in January, allows media buyers to use the firm's ad metrics when planning and buying programmatically, and sellers to gain insight into how their properties are represented in programmatic platforms.

A part of the Initiative, 'Trust Profiles' include audience and category ranking data, viewability ratings, and non-human traffic ratings. These are consistent with the metrics available in comScore Media Metrix and validated Campaign Essentials (vCE), used by advertisers and publishers for traditional ad buys.

Trust Profiles will soon be available with Media Metrix data in 44 markets, with additional in-depth vCE metrics available in Australia, France, Germany, Italy, Spain, the UK and the US.

CEO Serge Matta comments: '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. The system ultimately offers a proactive way to create a trusted marketplace that better serves the needs of both buyers and sellers.'

Web site: www.comscore.com .