Comscore Launches Certified Deal IDs in Magnite’s SSP, Bringing Trusted Content Rankings to Programmatic Buying
- Integration with Magnite provides access to 96% of overall omnichannel supply
- Automates manual inclusion/exclusion list creation, improving operational efficiency
- Offers flexible targeting options across top 100, 500, or 2,000 site rankings
- Early adoption and positive feedback from industry players
- None.
Insights
Comscore's new Certified Deal IDs streamline access to premium programmatic inventory, addressing key quality concerns in digital advertising.
Comscore's launch of Certified Deal IDs represents a significant innovation in programmatic advertising technology. This solution directly addresses one of the persistent challenges in digital advertising: ensuring ad placements appear alongside quality content. By automating what has traditionally been a manual process of creating inclusion/exclusion lists, Comscore is reducing friction in the media buying workflow.
The technical implementation leverages Comscore's established Media Metrix (MMX) and Video Metrix (VMX) rankings—industry standard content measurement tools—and integrates them with their Proximic programmatic capabilities. This creates a streamlined pathway for advertisers to access pre-verified premium inventory through Magnite's supply-side platform, which reportedly covers 96% of overall omnichannel supply according to the cited Jounce March 2025 report.
What makes this solution particularly valuable is its flexibility, allowing advertisers to target different quality tiers (Top 100, 500, or 2,000 site rankings) while maintaining sufficient scale for campaigns. The integration directly into Magnite's private marketplace (PMP) environment means buyers can access this inventory in their existing workflows without disruption.
The early adoption by agencies like Kelly Scott Madison signals initial market acceptance. As the press release notes, this launch is described as "the first in a series of enhancements" to the solution, suggesting a product roadmap that could expand this capability across other platforms and partners in the programmatic ecosystem.
Comscore strategically monetizes its ranking data in the programmatic market, potentially opening new revenue streams with minimal additional costs.
This product launch represents a strategic business move for Comscore, effectively monetizing their existing ranking data in a new way within the programmatic advertising ecosystem. By creating direct integration with Magnite's SSP, Comscore is leveraging its core data assets to potentially develop new revenue streams without significant additional cost structures.
The solution addresses a high-value problem for advertisers: ensuring media investments reach quality content environments. As programmatic advertising continues to grow, solutions that address quality concerns typically command premium positioning in the market.
From a business strategy perspective, Comscore's partnership approach with Magnite demonstrates a capital-efficient expansion method. Rather than building their own programmatic platform from scratch, they're integrating directly with an established player that already has extensive publisher relationships.
The press release indicates this is "the first in a series of enhancements" to their Certified Deal ID solution, with "upcoming integrations to follow." This suggests a broader product roadmap that could extend this capability to other platforms, potentially increasing its market impact over time.
While the press release doesn't provide specifics on expected revenue contribution or pricing models, the endorsement from Kelly Scott Madison as an "early adopter" of the solution indicates initial market interest. For Comscore, which has been working to expand its product portfolio, this represents a logical extension of their core capabilities into the programmatic quality assurance space.
First-of-its-kind offering provides media buyers with a frictionless path to top-quality inventory content
RESTON, Va., May 05, 2025 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global leader in measuring and analyzing consumer behaviors, today announced a new solution to address the inventory quality challenges facing advertisers. Comscore Certified Deal IDs, initially available through Magnite's (NASDAQ: MGNI) supply-side platform (SSP), leverage Comscore's trusted content measurement rankings to offer advertisers a reliable path to high-quality programmatic inventory, enabling more effective campaign performance.
Comscore is activating Certified Deal IDs through Magnite due to the company’s extensive direct relationships with premium media owners, covering
“Advertisers want confidence that their media spend is going to the right places. That’s what Comscore Certified Deal IDs are all about,” 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. Through our integration with Magnite’s curated marketplace, we’re making it easier than ever to activate programmatic media with confidence.”
Comscore-Certified Deal IDs enable advertisers to seamlessly target top-ranked publisher properties through private marketplaces (PMPs) with the opportunity to layer on audience or vertical attributes. By unifying Comscore’s industry-leading Media Metrix (MMX) and Video Metrix (VMX) rankings with its Proximic programmatic capabilities, this solution automates manual inclusion/exclusion list creation and provides the flexibility to target the Comscore Top 100, 500, or 2,000 site rankings.
"Having an independent, third-party partner like Comscore validate and package publisher inventory enhances buyer confidence and improves programmatic efficiency," said Kristen Williams, SVP, Strategic Partnerships at Magnite. "By making Comscore’s rankings available within Magnite’s SSP, buyers have turn-key access to Comscore-vetted inventory across various formats at scale."
Ashley Hutchings, Director, Digital Investment at Kelly Scott Madison, said, "Having the ability to access quality inventory from a trusted, long-standing third-party like Comscore has never been more critical in the industry. For our clients, having the inventory quality protections that Comscore Certified Deal IDs provide in programmatic environments is imperative. We have been excited to be an early adopter of this new solution.”
This launch marks the first in a series of enhancements to Comscore-Certified Deal ID solution, with upcoming integrations to follow.
About Comscore
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.
About Magnite
We’re Magnite (NASDAQ: MGNI), 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.
Media Contact:
Marie Scoutas
Comscore
press@comscore.com
FAQ
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