Comscore launched Comscore Certified Deal IDs, a pioneering solution integrated with Magnite’s supply-side platform (SSP) to improve inventory quality in programmatic advertising. By leveraging Comscore’s trusted Media Metrix (MMX) and Video Metrix (VMX) rankings alongside Proximic’s programmatic capabilities, this solution provides advertisers with seamless access to premium inventory, addressing long-standing concerns about transparency and quality.
Comscore Certified Deal IDs launched on May 5, 2025, via Magnite’s SSP.
Covers 96% of omnichannel supply, per Jounce March 2025 report.
Targets Top 100, 500, or 2,000 ranked publisher sites for flexible campaigns.
Automates inclusion/exclusion lists, enhancing programmatic efficiency.
Early adopter Kelly Scott Madison praises inventory quality protections.
Future integrations planned to expand the solution’s reach.
Comscore Certified Deal IDs tackle a critical issue in programmatic advertising, where advertisers lose billions annually to low-quality inventory, fake traffic, and misplaced ads. A 2023 IAB report noted 42% of marketers view inventory quality as their top concern. The solution integrates Comscore’s MMX and VMX rankings industry-standard metrics for digital and video content with Magnite’s SSP, which connects to 96% of omnichannel supply, including CTV, online video, display, and audio. This enables advertisers to target premium publisher properties through private marketplaces (PMPs) with confidence.
“Advertisers want confidence that their media spend is going to the right places,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “By combining our trusted ranker data with contextual signals, we’re helping buyers easily identify high-quality inventory.”
The solution offers several standout capabilities:
Flexible Targeting: Advertisers can select Comscore’s Top 100, 500, or 2,000 ranked sites, layering audience or vertical attributes for precise campaigns.
Automated List Management: Eliminates manual inclusion/exclusion list creation, streamlining workflows and reducing costs.
Seamless Integration: Available through Magnite’s curated PMPs, ensuring turnkey access to vetted inventory without disrupting existing workflows.
Transparency and Trust: Third-party validation by Comscore enhances buyer confidence, as noted by Kristen Williams, SVP of Strategic Partnerships at Magnite: “Having an independent, third-party partner like Comscore validate and package publisher inventory enhances buyer confidence and improves programmatic efficiency.”
Early adopter Ashley Hutchings from Kelly Scott Madison emphasized its value: “Having the ability to access quality inventory from a trusted, long-standing third-party like Comscore has never been more critical in the industry.”
Comscore chose Magnite for its extensive relationships with premium media owners, covering 96% of omnichannel supply, as reported by Jounce in March 2025. Magnite’s SSP supports billions of monthly ad transactions across formats, making it an ideal partner for scaling Comscore’s solution. The integration leverages Magnite’s curated marketplace, ensuring advertisers access brand-safe, high-quality inventory efficiently. Posts on X reflect positive sentiment, with users highlighting the solution’s potential to streamline premium inventory access.
This launch aligns with 2025 trends emphasizing transparency in programmatic advertising, as seen in PubMatic’s AI-powered media buying platform, which also prioritizes supply-path transparency. Unlike competitors like Integral Ad Science and DoubleVerify, which focus on verification, Comscore’s solution combines measurement and targeting, automating quality assurance within the buying process. Programmatic ad spend is projected to reach $200 billion by 2026, but only platforms offering trust and efficiency will dominate.
Comscore’s pivot into programmatic monetization diversifies its revenue beyond traditional measurement, potentially boosting its $1.2 billion annual run rate. Magnite, valued at $1.2 billion, could see increased SSP adoption and premium pricing. However, challenges remain, as programmatic fragmentation and publisher pricing control may limit universal adoption.
This launch is the first in a series of enhancements, with Comscore planning additional integrations to expand the solution’s reach. By addressing advertiser demands for quality and efficiency, Comscore Certified Deal IDs could redefine premium inventory transactions, fostering a more trusted programmatic ecosystem. For advertisers, agencies, and investors, this partnership signals a step toward a quality-first ad-tech market.
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging third-party source for reliable and comprehensive cross-platform measurement.
We’re Magnite, the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
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