New Functionality will allow brands to monitor and optimize audience delivery in real time. Google is bringing real time branding metrics into its ad technology via an integration with comScore, the company announced today.
The integration will allow both publishers and advertisers to instantly monitor whether their campaigns are hitting the right age and gender metrics, and adjust accordingly. The integration will give brands access to some of the real time optimization cherished by direct response marketers, but those capabilities are somewhat less valuable to brands, who are not going after conversions and clicks.
“Ultimately brands are looking to engage with their consumers, build new relationships with consumers — wouldn’t it be great if you actually gave them the tools to be able to do that and optimize their campaigns towards those goals that they really care about,” said Google VP display advertising Neal Mohan in an interview with Ad Age.