comScore
, a digital analytics provider that measures online ads and audiences, is set to acquire AdXpose, an analytics firm. AdXpose provides publishers and advertisers with real-time feedback on the performance of digital advertising campaigns.

The deal is expected to close in about two weeks for $22 million, based mainly in stock transactions.

According to a press statement, AdXpose provides “billions of campaign data points” to its users, who can then use this information to improve live digital campaigns.

“With audience-buying becoming increasingly prevalent in digital media planning today, there is a growing demand for analytical tools that enable greater transparency and accountability in ad delivery. The AdXpose technology will enable comScore to bring this important dimension of advertising effectiveness to its clients,” says Dr. Magid Abraham, president and CEO of comScore.

Publishers and advertisers are both investing significantly in metric measurement for digital content and advertisement. Conde Nast, Hearst and Bonnier all launched campaigns in recent weeks to greater define and track audience interaction with digital content; both Conde and Time Inc. say the companies are releasing digital sub numbers to ABC. Time Inc. is slated to share these numbers in January 2012, when its full magazine portfolio is available on the tablet platform.