Google, comScore partner for real-time ad measurement

Google is integrating comScore's Validated Campaign Essentials technology into its DoubleClick platform to give advertisers and publishers the ability to track online ads in near real-time. Campaigns can then be adjusted on the fly, and Google will be able to provide deeper insights into those who see and interact with ads. "This integration and partnership with comScore is our bet on real-time audience measurement," said Google's vice president of display advertising, Neal Mohan.

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