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comScore rolls out programmatic trust initiative in 44 countries
MUMBAI: Media sellers around the globe will now have the ability to showcase the true quality of their advertising inventory available for sale in programmatic environments through the use of comScore’s trusted, independent metrics.
This is the first stage of the global rollout of the comScore Industry Trust Initiative, which brings an independent measure of quality to the programmatic trading world. The initiative was first introduced in the US in January 2015.
As of 1 April, comScore publisher clients have access to their Trust Profiles – a collection of comScore key advertising metrics – which give each client insight as to how their inventory will soon be represented in programmatic trading platforms.
comScore Trust Profiles include key advertising metrics such as audience and category ranking data, viewability ratings and non-human traffic (NHT) ratings, all of which are consistent with the metrics available in comScore MMX and validated Campaign Essentials (vCE) that advertisers and publishers use for traditional ad buys.
Trust Profiles are now available with MMX metrics in 44 markets, with additional in-depth vCE metrics available in Australia, Canada, France, Germany, Italy, Spain, the U.K. and the U.S.
“The growth of programmatic around the world no longer needs to be accompanied by a concern about the quality of inventory that’s being bought and sold. Expanding comScore Industry Trust – and specifically Trust Profiles – globally to media sellers is another step forward in elevating high quality inventory and ensuring that sellers receive fair value for those impressions. comScore Industry Trust ultimately offers a proactive way to create a trusted marketplace that better serves the needs of both buyers and sellers,” said comScore CEO Serge Matta.
Trust Profiles will also be available in select DSPs in key international markets later in 2015. Integration partners include Adform, DataXu, Eyereturn Marketing, MediaMath, Turn, The Trade Desk and Rubicon Project. Additional partners will be announced throughout the year.
Support for comScore’sefforts to enable trusted transactions of advertising:
“As we continue to deliver more relevant and connected human experiences for our clients, we are aware that there is a continued need for technology to allow us to be more precise in our ability to target audiences in safe environments. The comScore Industry Trust Initiative allows us to deliver these experiences in brand-relevant and safe areas at scale,” said Starcom Media Vest Group Australia executive director – technology, digital and content Jason Tonelli.
DataXu VP corporate and business development David Shapiro added, “At DataXu, we pride ourselves on giving our clients complete visibility into the data they’re using to make advertising decisions, and total control to manage those sources appropriately. comScore Industry Trust will provide a welcomed layer of independent validation, giving our clients and the broader industry greater confidence in the impressions that are being bought and sold programmatically.”
Rocket Fuel VP product and operations Europe David Nelson said, “It is important that the lack of trust and clarity of supply within programmatic is addressed. We welcome comScore’s Industry Trust Initiative as a great move towards highlighting quality in programmatic, by providing a level of transparency in the pre-bid environment that has been so lacking to date.”
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8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
