Google and ComScore have struck an ad measurement deal that could change the landscape for marketers and publishers. It means campaign data in minutes.
The deal will see ComScore VCE integrated into Google's DoubleClick ad management platform. That means campaign data within minutes on the same platform that advertisers and agencies manage their inventory on.
That effectively means that marketers and agencies can work out what ads are working across which platforms and either pull or optimise virtually in real time. Usually, that is an overnight process, meaning dollars are wasted.
Currently the agreement only applies to the US, but it is thought Google may look to expand it into other markets in the future.
Pricing details are not yet available, as the integration is being trialled, but are expected later in the year.
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