Adobe and comScore announced a global strategic partnership to provide new insights into the media consumption behaviors of digital audiences.
The new partnership will deliver 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, standardised 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. 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.
“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.” said Jeremy Helfand, vice president, Adobe Primetime.
The collaboration between Adobe and comScore will provide marketers globally with insights, including key metrics on the number of video starts, time spent watching and rate of ad engagement, to optimise their ad campaigns and more efficiently reach the right audiences across TV and digital.
“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.” said Serge Matta, CEO at comScore.