Dive Brief:

• ComScore announced a new set of pre-bid metrics that it hopes will bring much needed transparency to programmatic advertising. 
• The bundle, dubbed "Trust Profiles," will offer what traditional ComScore advertisers already receive like non-human traffic certifications, top property rankings, and viewability and demographic statistics. 
• In 2015, programmatic buying and selling platforms MediaMath, Turn, The Trade Desk, Rubicon Project and Eyereturn Marketing will offer Trust Profiles, and more are expected to join later on. 

Dive Insight: 

Programmatic has had a transparency problem for some time now. Advertisers want more reassurance that purchases will be valuable, and programmatic just hasn't found a way to prove that. Pre-bid metrics will help propel the industry forward tremendously, and will also likely mean more platforms will join ComScore's efforts. 

In an announcement, Kate Sirkin, Executive Vice President of Global Research, Starcom MediaVest Group, said: "Having comparable metrics in both programmatic and traditional is a critical step forward in enhancing the value of digital advertising overall.”