Relevant data is everything. Just ask Google (NASDAQ:GOOGL), which stands to reap millions from only slight improvements in its targeted advertising.

And that's just where analytics expert comScore (NASDAQ:SCOR) comes into play.

At the recent South by Southwest Interactive conference in Austin, Texas, the Fool's Rex Moore spoke with Jesse Redniss, chief strategy officer for Mass Relevance. In this video segment, Redniss explains how Google's partnership with comScore is helping to improve ad optimization, collect feedback from each specific user, and even update ad content in real time, based on demographics, geographic location, etc.

A full transcript follows the video.

Jesse Redniss: Google and comScore are going to be doing a program together. What it allows those two things to do, for a media buyer or a media planner, is to actually optimize their digital campaigns in real time, using the DoubleClick and the Google platform, based on demographic targeting that's happening through comScore -- so insights that they're getting back from the actual person engaging with the page -- and understanding who that person is so that they can change the content of an ad based on whether or not you're male or female, or in a certain demographic group; age, or in a certain geographic area.

Rather than just getting a pink ad unit when I land on a certain page, the advertiser can quickly identify that my user session is from a male, 38 years old, and I'm in the market right now for a blazer, and actually change out the marketing in real time so that it's contextually relevant to what my experience is on the page.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.