Varick Media Management Selects Trust Metrics to Score Web Sites for Quality at Scale

NEW YORK, May 16, 2011 /PRNewswire/ -- Varick Media Management has selected Trust Metrics to provide the technology to analyze and rate Web sites based on their potential value to advertisers.

Varick Media Management, an MDC Partners company dedicated to audience-driven media buying, will now provide its brand advertising clients with the capabilities to vet exchange and network-based inventory during the media planning process to find high quality sites that meet the expectations of its premium clients.

"Our clients want to buy brand appropriate inventory and take advantage of the efficiencies offered in scale environments. That is where the industry is going," said Jeremy Hlavacek, VP of Strategic Partnerships and Client Services, Varick Media Management. "We want to take a leadership position on this issue and be proactive in adopting technologies that enable us to evaluate massive amounts of inventory and vet quality beyond just context and safety. Context and safety are necessary but not sufficient for our clients."  

Digital Advertising at a Crossroads

Evaluating a given Web site (let alone hundreds of thousands of sites) for their advertising value to a brand has been a thorn-in-the-side challenge facing the industry.

Today, a premium brand advertiser can be confident technologies will enable it to target the right audience, assure right context and provide for safety around placement.  But these capabilities take a premium advertiser only so far.  

It is also commonly known that despite providing massive efficiency and sophisticated user targeting, exchanges and networks are riddled with poor quality inventory that does not meet the standards of premium advertisers. This is a primary barrier to brand dollars flowing into scale environments.

"It is beyond human scale for buyers to manually vet inventory bought through networks and exchanges while accounting for the many things that matter to premium advertisers," said Andy Lerner, CEO of Trust Metrics. "With Trust Metrics, Varick will be able to leverage all of the efficiency and scale of networks and exchanges while assuring that its clients will be within sites that meet the expectations of a premium brand."

Determining a Web Site's Value to an Advertiser

Trust Metrics deploys advanced algorithmic technologies and machine-based learning to crawl Web sites in real-time to determine and score their value for advertisers.  Trust Metrics scores give brands a level of clarity and insight into the digital landscape that advertisers previously only have had in print and media.

The Trust Metrics ratings are designed for use in campaign planning -- providing advertisers with deep insight into the quality of a site and page before it is bought.  In addition, the ratings can be generated across hundreds of thousands of sites.

The Trust Metrics scores have been integrated into the Varick trading platform. Trust Metrics will rate environments during the planning process enabling Varick to be more nimble and strategic when evaluating media options.  

In addition to giving clients the ability to rank inventory from various sources, Varick will be providing both custom scores based on highly specific brand needs as well as curated lists for brands that immediately want to access pre-vetted premium inventory.

"We want to be ahead of the curve by providing insights into site value," said Hlavacek.  "We believe that those who are behind on this issue will face strong pushback from their clients."

About Varick Media Management

Varick Media Management is an MDC Partners company dedicated to audience-driven digital media buying. Through robust data warehousing, rigorous optimization, and access to tens of billions of impressions per day, VMM is able to deliver audience-driven media buys that outperform the market while delivering audience insights to its clients.

About Trust Metrics

Trust Metrics provides brands and their agencies with the capability to identify and score high value advertising environments at scale.  By deploying advanced algorithmic techniques and machine-based learning to analyze sites for their value as advertising environments, Trust Metrics dramatically improves the buying and selling of media by making it possible to vet billions of impressions in real-time and in advance of a media buy. Trust Metrics is based in New York City.

Contact:
Deidre Sullivan
Trust Metrics
Phone (917) 284-9676 ext. 0
[email protected]

SOURCE Trust Metrics