Adobe and comScore’s Digital TV and Ad Measurement

By : |March 28, 2016 0

Adobe and comScore have announced a global strategic partnership to provide fresh insights into the digital media consumption behaviors. This new partnership announced at Adobe Summit in Las Vegas aims at delivering consistent, cross-device audience width of video and advertisement content and providing advanced insight into consumer viewing behaviors for better media planning and buying.

The partnership will see comScore incorporate new Adobe certified metrics, standardized digital census data built on the Adobe Cloud Platform and powered by Adobe Analytics, into its Cross Media, Audience and Advertising Product Suites. Adobe on its side will integrate comScore audience data, including demographics, for Adobe Marketing Cloud customers.

Content viewing has widened to a broad variety of devices in this digital age and according to Adobe Digital Index, the total number of authenticated digital TV views has also doubled annually for two years running. And all the players in the digital business from media companies, publishers, multi-channel video programming distributors (MVPDs) to advertisers want to reliably measure audiences, content and advertising engagement across all platforms.


With the two giants joining forces, the partnership is expected 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. This will help business houses optimize their ad campaigns and target right audiences across digital platforms. Media companies will leverage these enhanced insights to better forecast how content works across platforms and different audience segments.

“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,” he added.

Digital industry is hailing the partnership as a significant step towards better harnessing the potential of data and technology. “This partnership between comScore and Adobe gets the industry one step closer to unified cross-platform measurement, further validating the value of our audiences across screens and giving our advertisers the ability to deliver data-enhanced campaigns across devices,” said Marc DeBevoise, executive vice president and general manager, CBS Digital Media, CBS Interactive.


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