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

First-of-its-kind offering provides media buyers with a frictionless path to top-quality inventory content

Comscore , a global leader in measuring and analyzing consumer behaviors, 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 96% of overall omnichannel supply (Jounce March 2025 Supply Benchmarking Report).

“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.”

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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.”

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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.