Trusted comScore quality attributes now available for pre-bid programmatic decisioning globally
RESTON, VA – Today, comScore, Inc. (NASDAQ: SCOR), a global media measurement and analytics company, announced that its pre-bid technology solution, Bid Ratings™, is now live in eight leading programmatic buying platforms, including AppNexus, Centro, EyeReturn Marketing, Millennial Media, Netmining, RhythmOne, TubeMogul and Turn. comScore Bid Ratings allows media buyers to surface quality programmatic inventory by bidding only on inventory that meets their campaign requirements. The solution is available in several global markets, such as Canada, France, Germany, Italy, Mexico, Spain, the U.K. and the U.S.
comScore Bid Ratings is the first solution out of the company’s Industry Trust Initiative, a corporate program that seeks to bring trust and transparency to programmatic. Through Bid Ratings, media buyers can purchase inventory that is based on key comScore attributes, such as viewability, invalid traffic (IVT), brand safety, contextual categories, page content and site rank.
These attributes leverage existing comScore data assets and methods, including those that power comScore Media Metrix®, Video Metrix® Rankings and validated Campaign Essentials™ (vCE®). The solution also incorporates pre-bid attributes from Proximic, a company acquired by comScore in mid-2015.
“In order for programmatic to reach its true potential, the market needs trusted and independent metrics,” said Anne Hunter, senior vice president, comScore. “Buyers want to know that there is consistent quality across the inventory they are buying, ensuring their money is not being wasted. By collaborating with these initial leading DSPs to bring Bid Ratings to buyers, we’re putting independent metrics in the places buyers need them, paving the way for a more transparent and trusted programmatic environment.”
comScore Clients and Partners Voice Support
“AppNexus believes in the adage, ’trust, but verify.’ Ours is a premium marketplace with built-in viewability tools and aggressive quality controls, but there is always need for independent verification in the pre-bid decisioning process. We are excited that through our strategic partnership with comScore, Bid Ratings is now integrated into AppNexus, helping to bring an enhanced level of transparency to our marketplace.”
Brian O’Kelley, CEO, AppNexus
“Marketers need confidence that they are purchasing quality impressions based on reliable, consistent criteria for campaign planning and performance measurement. Leveraging comScore’s Bid Ratings gives Turn customers even greater control over their campaigns through additional independent metrics.”
Julius Ramirez, Senior Director of Global Partner Development, Turn
“Trust is earned in advertising, and objective verification matters. Given that many brand advertisers we work with already rely on comScore’s reporting, integrating Bid Ratings into our enterprise software to help them apply filters pre-bid and have an additional way to make reporting actionable was an obvious next step. ”
Keith Eadie, CMO, TubeMogul
“By integrating comScore Bid Ratings into our unified programmatic platform, RhythmMax, we’re enhancing our clients’ abilities to reach quality, verified audiences across all devices and screens. Having access to these trusted third-party metrics enables RhythmOne clients to build and optimize campaigns that truly maximize ROI.”
Dwight Ringdahl, SVP Technology, RhythmOne
“Our customers care deeply about the quality of the inventory they’re buying, which is why we’ve been a first-mover in vetting and integrating technology from the most trusted measurement partners. Having comScore’s seal of approval on suppliers in programmatic marketplaces ensures that our platform customers can seamlessly access the most appropriate audience and media on any channel and any device.”
Kelly Wenzel, CMO, Centro
About comScore
Founded in 1999 and headquartered in Reston, Virginia, comScore, Inc. (NASDAQ: SCOR) is a global media measurement and analytics company that makes audiences and advertising more valuable. comScore helps media buyers and sellers understand and make decisions based on how consumers use different media, such as TV, video, mobile, desktop and more. Through its products and services, comScore helps its more than 2,500 clients understand their audiences, know if their advertising is working, and access data where they want and need it. Please visit www.comscore.com to learn more.
