Adobe and Nielsen to tab digital currency

SAN JOSE, USA: Adobe and Nielsen announced a strategic alliance that is expected to deliver a comprehensive, cross-platform system for measuring online TV, video and other digital content across the Web and apps.

The collaboration will integrate Nielsen’s digital audience measurement products, a ratings system in the industry, with Adobe Analytics and Adobe Primetime, a digital analytics and online TV delivery platform.

As a result, both companies will jointly market Nielsen's Digital Content Ratings, Powered by Adobe, which will deliver analytics and currency grade content metrics that enable smarter buying and selling decisions, they add.

Customers will have comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.

The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The technology integration is expected to accelerate the adoption of a digital ratings currency, allowing advertisers to better allocate marketing dollars across platforms, and enabling media companies to benefit from insights into the performance of TV and other digital content across screens, as further explained.

Also added - Nielsen’s Digital Content Ratings data will be available in the Adobe Marketing Cloud allowing media companies to better monetize their inventory and brands to better optimize their marketing campaigns.

“Online TV consumption is at an all-time high and Adobe and Nielsen are two leaders coming together to standardize audience measurement for digital content,” said Brad Rencher, senior vice president and general manager, Digital Marketing at Adobe. “Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings – benefitting advertisers, media companies and consumers alike.”

“This alliance is expected to accelerate the adoption of consistent and comprehensive measurement in digital,” said Megan Clarken, executive vice president, global product leadership at Nielsen. “By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences.”

ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom and others will be part of the rollout of the new ratings.

"ESPN is excited to be working with Nielsen and Adobe as an early advisor for this initiative,” said Artie Bulgrin, Senior Vice President Global Research and Analytics ESPN. “We have a close working relationship with both companies as we are deeply invested in cross-platform measurement. One of the challenges in digital measurement has been the lack of alignment between site analytics and syndicated measurement data, and we will be working with Nielsen and Adobe to help resolve this.”

"This partnership between Adobe and Nielsen signals yet another important milestone in automating the media industry,” said Matt Seiler, global CEO at IPG Mediabrands. “The ability to provide metrics to measure audiences accurately, allowing IPG Mediabrands to better allocate marketing dollars, across every major IP device is an important step in our quest to automate 50% of our media buys by 2016.”