Adobe and cross-platform measurement company comScore announced a partnership to measure digital video and ad viewership at the 2016 Adobe Summit.
ComScore will work with Adobe’s TV platform Primetime to create a standardized measurement of video and ad content across devices.
“Television and film are really undergoing the most fundamental transformation since the roll- out of cable television in the late 50s to early 70s,” said Campbell Foster, Director of Product Marketing for Adobe Primetime, “Consumers are watching multi-screen, they’re watching on-demand and they’re skipping ads.”
Foster notes that these changes have made it difficult to measure the accuracy of engaged viewership—how many people are watching and how long they watch. In response to this issue, Adobe is launching Adobe Certified Metrics, standardized digital census data built on the Adobe Cloud Platform and powered by Adobe Analytics. comScore will incorporate Adobe Certified Metrics in to its Cross Media, Audience and Advertising product suites while Adobe will include comScore audience data in its solutions for Adobe Marketing Cloud customers.
Foster said that this is a follow-on to Adobe’s existing partnership with ratings company Nielsen, which was announced in 2014 and is currently in beta with several broadcasters. That partnership saw Nielsen integrate its digital audience measurement products with Adobe Analytics and Primetime to create Nielsen’s Digital Content Ratings, Powered by Adobe.
“We’re joining forces with comScore to drive the future and define the future of digital TV and ad measurement,” said Foster.
Adobe Primetime also announced a range of new digital marketing solutions for ‘over the top’ (OTT) TV and film services for companies such as Netflix and Hulu. Adobe’s Primetime OTT solutions integrate Primetime with Analytics to aid in customer acquisition. It will leverage several of the new capabilities of the newly redesigned marketing cloud including A/B testing solution Adobe Target and the Cross-Device Co-op also announced at the summit.