ComScore has officially launched a new program that they are calling ‘Trust Profiles’ for their programmatic buyers. The profiles are new metrics that contain information about things like fraud potential and more, and can be factored into advertiser’s pre-bids. The metrics are currently available in 44 countries, and currently used for media sellers but will likely roll out further over time.
The new system is the latest step in ComScore’s (as well as many other industry companies) efforts to improve trust in the industry by reducing fraud wherever possible. This particular system helps by shedding light on the potential risk of any particular ad purchase. Problems such as ad fraud, non-human traffic and more will now be more visible during the ad buy process.
It may take a little time to gather more information on just how effective these new Trust Profiles will be, and what overall impact they will have for all the players in this industry, but it appears to be a very nice feature that will help marketers and brands to make more informed decisions about their programmatic ad purchases.
You can learn more about this topic from the official press release from ComScore, HERE.
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