Google and comScore have announced a partnership to better determine the effectiveness of web-based ads in real time and help businesses change ads on the fly, The New York Times reports. A Google representative said, “It’s going to, for the very first time, give advertisers and publishers real-time insights into whether their campaigns are delivering.” In a blog post, Google said it’s part of a larger plan to bring more transparency to advertising. Forbes reports on the rise in traffic to non-Google search sites. The CEO of Startpage and Ixquick said, “The consciousness is only slowly building on the dangers … It is very easy to see how this treasure trove of data can be misused in the future.” (Registration may be required to access this story.)
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