comScore’s ‘Trust Profiles’ Come to Canada

comScore's 'Trust Profiles' Come to CanadaOn Thursday, comScore came to Canada by introducing its Industry Trust initiative.

“Through the initiative,” comScore explains in news release, “media buyers will now be able to use key comScore advertising metrics when planning and buying programmatically, and media sellers can gain insight into how their properties are represented in programmatic platforms.”

All told, the company says that this is an expansion of the comScore Industry Trust Initiative, first introduced in the U.S. this past January. The goal of the initiative is to enable trusted transactions of quality advertising between buyers and sellers.

These key comScore advertising metrics – collectively called Trust Profiles — include 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 Media Metrix and validated Campaign EssentialsTM (vCE) that advertisers and publishers use for traditional ad buys.

“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,” said Serge Matta, CEO of comScore. “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. comScore Industry Trust ultimately offers a proactive way to create a trusted marketplace that better serves the needs of both buyers and sellers.”