vTrust Score™
Every play graded. On the same scale.
Wrap the creative once and every play of it comes back graded, on any network, built only from the verification that was really there.
Same scale, every play
0
vTrust Score™
Westfield · L01
- Passport · Tier 2present
- Harvester · Tier 3present
- Quality & holdpresent
Fewer layers, lower grade. Never a layer invented to fill the gap.
The gap
Start with what is missing.
Out-of-home has no grade
Credit has ratings. Buildings have energy ratings. Kitchens have hygiene ratings. They work because everyone reads one scale. Out-of-home never got one.
Every network reports its own way
One sends a playback log. One sends a screenshot. One sends a spreadsheet. None of them agree on what counts as delivered.
Every screen carries different evidence
Some have a sensor on the glass. Most do not. The same campaign is proved three different ways on three different panels.
So nothing can be compared
A retail LED, a roadside billboard and a transit screen arrive as three separate stories. There is no scale that puts them side by side.
Buyers are asked to trust three different stories and rank them anyway. That is not a reporting problem. It is a missing standard, and it is whatvTrust Score exists to close.
The idea
So here is the thing that was missing.
One number. Every screen. Same rules.
vTrust Score is a grading system for out-of-home. It reads the verification layers present on a play, weights them by the same published rules every time, and returns one number.
A grade does one job: it makes unlike things comparable. Two screens on different networks, sold by different people, measured by different means, land on the same scale. That is the point, and nothing in out-of-home does it today.
A lower grade is not a worse screen. It is a screen carrying less evidence, and the number is honest about which.
Comparable
What that looks like on a real buy.
Three screens. One scale.
One play on each of three panels, same campaign. Each carries a different amount of evidence, and the grade is what lets you rank them at all.
0
vTrust Score™
Westfield · L01
- Passport · Tier 2
- Harvester · Tier 3
- Quality & hold
Harvester on the glass, so Tier 3 Proof of Display is on the play.
0
vTrust Score™
King’s Cross · KX3
- Passport · Tier 2
- Quality & hold
No Harvester fitted. Tier 3 stays empty and the number says so.
0
vTrust Score™
Roadside · R12
- Passport · Tier 2
Content-level only. Nothing is invented to fill the gap.
Sample plays, for illustration. Each vTrust Score grades that play, not the panel: the same screen scores differently when the evidence differs. The gap between these three is evidence, not opinion.
Layers
What the grade is built from.
What feeds the grade
More layers present means a deeper vTrust Score. Missing layers stay missing.
| Layer | ForecourtPassport only | Retail+ quality | Roadside+ Harvester |
|---|---|---|---|
Passport · Tier 2 Content-level check-in, from inside the creative. | |||
Quality & hold Freezes, colour faults, duration against the slot. | |||
Harvester · Tier 3 Proof of Display, from the glass. |
A dashed ring means the layer was not there — not that it scored badly. The forecourt screen is not being punished for having no Harvester; it is carrying less evidence, and the glass layer is never filled in by inference.
Creative enters through Passport. Glass Proof of Display comes from Harvester.
The scale
And how to read the number you get back.
Higher means more evidence
vTrust Score runs 0 to 100. It measures how much verification was present on that play and nothing else. It is not a quality rating for the panel, and it is not a verdict on the buy.
Glass-verified
Tier 3 present
A Harvester watched that screen and matched the play. The deepest evidence available, and the one thing a player cannot self-report.
Content-verified
Tier 2 present
The creative reported from inside its own render via Passport, with quality signals alongside. Real evidence, from the player rather than the glass.
Thin evidence
Little was present
Few layers reported, or quality signals came back poor. Not a failed play and not a bad panel — a play you know less about.
Ranges are indicative, to help you set a threshold. They are guidance for reading a number, not the scoring arithmetic itself.
Setting your own bar
vTrust Score never sets a pass mark. Here is how buyers typically turn the scale into one.
Proof-critical buys
Ask for glass-verified
Where a client will audit delivery, or the panel is the headline of the plan, set the bar in the top band and treat anything under it as unproven.
General brand buys
Content-verified is usually enough
Passport on every play gives a consistent record across every network, without demanding a sensor on every screen you buy.
Trading and make-goods
Use your bar as a trigger
Plays under threshold can be flagged, re-run or credited. Both sides of that conversation are working from the same number.
Why it holds
A grade is only worth anything if it refuses to flatter.
It will not grade what it cannot see
When Harvester is fitted
Tier 3 Proof of Display joins the play. The score can include glass evidence for that screen.
When it isn’t
That layer stays empty. vTrust Score still scores Tier 2 and anything else present. It will not invent Proof of Display.
We send the score. You decide what is good enough.
Vojo does not set the pass mark. vTrust Score is evidence, produced the same way every time. What counts as good enough for a campaign, a network or a trading desk is yours to set, and two buyers can hold different bars without the number meaning anything different.
Who it’s for
Everyone in the chain reads the same number.
One score the whole chain can read
Buyers & agencies
One number you can compare across networks and panels, without pretending every screen has glass proof.
Networks & operators
Show the strength of inventory you actually instrumented. Screens with Harvester score deeper. Screens without stay honest.
Exchanges & platforms
A consistent score to gate, rank, or report against. Built from evidence on the play, not a seller claim.
Other ways to do this
Fair question. Most of the market grades nothing today.
What people compare it to
Three things operators and buyers use instead, and where each of them holds up.
Alternative
The operator's own playback report
A log exported from the CMS saying the campaign was dispatched to the loop.
Where it is fine
Reasonable where you already trust the seller and nobody downstream is auditing the numbers.
Where a grade differs
It is the seller's own account of their own delivery, and it records what was sent rather than what appeared. A grade says which of those you are looking at.
Alternative
A single verification vendor's pass or fail
One measurement partner marks each play verified or not verified.
Where it is fine
Clean and easy to act on when every screen on the plan carries that vendor's coverage.
Where a grade differs
A binary flattens a fully instrumented screen and a barely instrumented one into the same word. A graded score keeps the difference visible instead of hiding it.
Alternative
Nothing, and the relationship
Trust built over years of trading, settled by conversation when something looks wrong.
Where it is fine
Genuinely works between people who have dealt with each other for a long time.
Where a grade differs
It does not survive scale, staff turnover, or a procurement process that asks for evidence. And it gives you nothing to price against.
Questions
The rest of what people ask.
Questions people ask
What is vTrust Score?
vTrust Score™ is a grading system for out-of-home. It reads every verification layer that was actually present on a play and turns them into one number, using the same rules every time, so screens on different networks can be compared on one scale.
Is vTrust Score an accredited industry standard?
No, and we do not claim it is. It is Vojo's grading system, with the rules published so anyone can check how a number was reached. Accreditation is a separate process run by other bodies. We would rather be openly checkable now than quietly imply an approval we have not been given.
Why does out-of-home need a grade at all?
Because nothing else puts unlike screens on one scale. Networks report delivery in different formats, and different screens carry different evidence, so a buyer comparing a retail LED with a roadside billboard is comparing three separate stories. A grade is the thing that makes them rankable.
Does a lower score mean a worse screen?
No. It means less verification evidence was attached to that play. A strong screen with no Harvester fitted carries Tier 2 only and will grade lower than the same screen with glass proof on it. The number describes the evidence, not the panel.
Who decides what a good score is?
You do. Vojo produces the grade and never sets the threshold. A premium retail buy and a broad awareness buy can reasonably demand very different numbers from the same scale, and the score means the same thing in both. We report the evidence; the bar is yours.
Does every play get glass Proof of Display credit?
No. Tier 3 Proof of Display only counts when a Harvester is on that screen. If it isn’t fitted, that layer stays empty. The score does not invent glass credit.
How does it relate to Passport and Harvester?
Passport supplies Tier 2 on wrapped plays. Harvester supplies Tier 3 Proof of Display when fitted. vTrust Score reads both, plus any other present layers, into one score.
Can I use the score without Harvester everywhere?
Yes. Plays without Harvester still score from the layers that are there. They simply won’t carry glass Proof of Display weight they didn’t earn.
The grade out-of-home never had.
One scale for every play, on every screen your creative lands on, built from the layers that were really there. Passport on every wrap. Harvester where you fit it. Nothing invented to fill a gap.