- At IAB's conference this week, Google announced a new partnership with comScore that will bring real-time data to brand customers.
- ComScores's ad metric, Validated Campaign Essentials, will now be available to users of Google's DoubleClick ad exchange.
- The new metric will allow brands, advertisers, and publishers to tweak campaigns in real-time to ensure messages are reaching the correct audience; Google is hopeful this will lure brands to spend more on digital.
The partnership of comScore and Google seems like a natural one. The real-time data could prove quite valuable to Google DoubleClick users, thus creating a new drive in revenue for digital. Anything that allows for more targeted ad campaigns is good for the industry overall.