Among one of the biggest issues facing digital marketers is the prevalence of fraudulent views for ads, caused by fake users or bots. Online measurement firm comScore is aiming to combat this fraud with a new series of metrics called the comScore Trust Profiles.

Utilising key information from its existing ad data, comScore is able to plug the metrics directly into programmatic trading platforms, providing marketers with data including non-human traffic certifications, top properties rankings, viewability and demographic statistics.

These metrics are consistent with those comScore currently provides for use with traditional ad buys, but now work with the increasingly popular programmatic buying platforms. In addition, publishers who are comScore clients are able to view their own Trust Profiles in the comScore interface, giving them insight into results and offering them the opportunity to take action to improve their score.

comScore has partnered with a number of programmatic platforms including MediaMath, Turn, The Trade Desk, Rubicon Project and Eyereturn Marketing, all of whom will be making its Trust Profiles available with Q1 2015, with plans for more platforms to be added throughout the year.

“Despite the ongoing innovation and growth in digital advertising, the industry is increasingly in need of greater transparency when it comes to advertising being bought and sold, especially in programmatic environments,” said Serge Matta, CEO of comScore. “Buyers want to know that there is consisten quality across the inventory they are buying, ensuring that their money and impressions are not being wasted. Sellers want to get full value for their quality inventory.

“As an independent measurement company, we believe that offering consistent, independent metrics in both programmatic and direct environments will instill greater confidence in the industry.”