ComScore has rolled out an ‘Industry Trust Solution’ for programmatic buyers, meaning advertisers can incorporate viewability and anti-fraud metrics into their pre-bids.
The new metrics, available in 44 countries including the UK, have initially been made available for media sellers and are aimed at boosting the quality of inventory in the programmatic ecosystem globally.
The move marks the latest stage in ComScore’s ongoing Industry Trust Initiative, first introduced in the US in January. This was formed to crack down on ongoing industry issues such as ad fraud, non-human traffic, internet piracy, and improve overall brand safety and “trusted transactions” between buyers and Read full story ›
Source: The Drum
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