Comscore Launches Certified Deal IDs in Magnite’s SSP, Bringing Trusted Content Rankings to Programmatic Buying

Core Insights - Comscore has launched a new solution called Comscore Certified Deal IDs to address inventory quality challenges for advertisers, providing a reliable path to high-quality programmatic inventory [1][3] - The solution is initially available through Magnite's supply-side platform, which covers 96% of overall omnichannel supply according to the Jounce March 2025 Supply Benchmarking Report [2] Company Overview - Comscore is a global leader in measuring and analyzing consumer behaviors, empowering media buyers and sellers to make informed business decisions with confidence [5] - Magnite is the world's largest independent sell-side advertising company, providing technology for publishers to monetize content across various screens and formats [6] Solution Features - Comscore Certified Deal IDs allow advertisers to target top-ranked publisher properties through private marketplaces, enhancing campaign performance by automating manual inclusion/exclusion list creation [3][4] - The integration with Magnite's curated marketplace simplifies the activation of programmatic media, enabling advertisers to layer audience or vertical attributes [3] Industry Impact - The introduction of Comscore Certified Deal IDs is expected to enhance buyer confidence and improve programmatic efficiency by providing access to Comscore-vetted inventory [4] - Early adopters, such as Kelly Scott Madison, emphasize the critical need for quality inventory protections in programmatic environments [4]