On Tuesday at Adobe Summit, Adobe and comScore announced a global strategic partnership to provide what the companies describe as “new insights into the media consumption behaviors of digital audiences.”
This new partnership, we’re told, will deliver consistent, cross-device audience measurement of video and ad content, providing advanced insight into consumer viewing behaviors for better media planning and buying.
Through this partnership, comScore is incorporating new Adobe Certified Metrics, standardized digital census data built on the Adobe 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.
People are watching content on an increasingly broad variety of devices, a provided news release says. 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 joining forces provides 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 center 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.”
The collaboration between Adobe and comScore will provide marketers globally “with trusted insights, including key metrics on the number of video starts, time spent watching and rate of ad engagement, to optimize their ad campaigns and more efficiently reach the right audiences across TV and digital.”