Dive Brief: 

• 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. 

Dive Insight: 

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.