comScore are entering into a collaborative agreement "to bring new digital insights to traditional media planners".
In all honestly, I probably wouldn't have noticed this had it not been for a very subtle link in an e-mail from the Microsoft adCenter team.
A few moments later, it appeared as a full blown Microsoft press release which can be found here.
One day after the Yahoo-Microsoft search deal announcement, Microsoft announced it is developing what they are calling the 'Reach and Frequency Planner' or 'RF Planner'.
A new digital media buyers' tool which apparently will use comScore's data to measure ROI.
Could they be looking (directly) at Google's Ad Planner or ... Google's newer product Ad Manager ?
Updated links July 30 4 PM ET