Adobe and comScore have announced a global strategic partnership to provide new insights into the media consumption behaviours of digital audiences.
According to Adobe, the new partnership is expected to deliver consistent, cross-device audience measurement of video and ad content, providing advanced insight into consumer viewing behaviours for better media planning and buying.
Under the partnership, comScore will incorporate new Adobe Certified Metrics, standardised digital census data built on the Adobe Cloud Platform and powered by Adobe Analytics, into its Cross Media, Audience and Advertising Product Suites. In addition, Adobe will integrate comScore audience data, including demographics, for Adobe Marketing Cloud customers.
The leading cross-platform measurement company noted that people are watching content on an increasingly broad variety of devices. Paid digital content services are on the rise and, for two years running, the total number of authenticated digital TV views has doubled annually according to Adobe Digital Index.
Comparable cross-platform metrics are one of the biggest friction points in television’s digital transformation. Media companies, publishers, multi-channel video programming distributors (MVPDs) and advertisers are all looking for ways to reliably measure audiences, content and advertising engagement across all platforms. comScore and Adobe are therefore joining forces to provide seamless, census-based measurement of digital video content and ads for the most popular platforms, including TV, video on demand, smartphones, tablets, game consoles and over-the-top connected devices.
“With the world’s largest brands, including ten of the ten largest media companies relying on Adobe Marketing Cloud, Adobe is at the centre of audience measurement and in a unique position to help solve one of the industry’s greatest friction points,” said Jeremy Helfand, vice president, Adobe Primetime. “This partnership will enable smarter buying and selling of advertising and establish the trust and credibility needed to support the convergence of linear and digital experiences.”
“comScore is redefining cross-platform measurement to deliver the independent, trusted metrics that content owners and advertisers have long been asking for,“ Serge Matta, CEO at comScore says. “Massive, census-level data is critical to providing actionable and granular measurement across screens. This partnership with Adobe helps us to deliver even more precise insights to our clients about how, when and where consumers are interacting with content and ads. This will enable clients to make smarter buying decisions based not just on age and gender, but on advanced demographics.”
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