Google Inc (NASDAQ:GOOG) has made an ad measurement deal with (NASDAQ:SCOR). Google will now be able to offer real-time audience metrics to DoubleClick customers. These metrics would be useful for marketers and publishers. ComScore validated Campaign Essentials (vCE) will be integrated into the platform.
?We?re deeply committed to creating metrics that are as meaningful for brands as the click is in performance advertising? stated Google VP of display advertising Neal Mohan. ?We look forward to working with [comScore] to give brand buyers and media sellers better access to real-time insights.?
Marketers and publishers will be able to make real-time insights and make adjustments. The metrics will work on cross-screen campaigns including video. The integration will start with desktop-based display and video ads before mobile platforms though. It will be available in the U.S. later this year. The companies will jointly seek Media Rating Council (MRC) accreditation after the service is integrated.