Google's New Real-Time Audience Measurement Is a Brand Play

Teams with comScore to enhance DoubleClick tools

Google announced a new partnership with comScore today that it said will improve its ability to tell brand marketers about their digital campaigns.

Google touted a new measurement tool—available to DoubleClick advertisers and publishers—that will deliver real-time data about who is seeing ads through the platform.

This real-time data would allow advertisers and publishers to tweak campaigns on the fly to make sure the marketing reaches the intended audience. Google hopes this type of demographic control—which goes a step beyond what TV offers with moment-by-moment performance reports—lures brands to spend more on digital.

ComScore already offers an ad metric called Validated Campaign Essentials, which will now be baked into Google’s DoubleClick ad exchange.

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