Did Anyone Look at That Ad?

comScore announced a partnership with Google, the leader in digital advertising, to help advertisers figure out who is looking at their ads -- in real time, while an ad campaign is going on -- so brands can make adjustments on the fly and perhaps entice more people to click.

Under the deal, Google will integrate comScore’s Validated Campaign Essentials (vCE) technology for measuring ad performance directly into Google’s DoubleClick ad-serving platform. Initially, the tools will be available to quickly measure how viewers are interacting with video and display ads on the desktop. Eventually, the partners plan to extend the measurements to mobile devices and other platforms, and they hope to persuade the broader advertising and media industries to support the technology.