Google and comScore are partnering to offer a real-time audience metric designed to help brand marketers easily measure campaigns across screens, announced Neal Mohan, Google VP of display advertising, during his keynote presentation Monday at the IAB Annual Leadership Meeting in Palm Desert, California.

Cross-screen comparable audience delivery metrics – such as reach, frequency and GRPs – based on comScore vCE will be built directly into Google’s DoubleClick ad server that publishers and marketers use to deliver their ads. It provides clients immediate access to data that the companies boast is directly comparable to TV and other traditional media. It’s the same kind of “apples-to-apples” comparability that BrightRoll promised when it announced it was integrating Nielsen Online Campaign Ratings into its software console in December.

The feature will be available later this year to DoubleClick clients in the U.S. for desktop-based display and video ads. Plans are to eventually expand the service to mobile and cross-platform. ComScore will continue to offer vCE independently of the DoubleClick platform.