Adobe, comScore collaborate on cross-platform audience measurement

Adobe is adding cross-platform measurement to its Primetime multiscreen delivery offering and teaming with comScore to better measure and target viewers in multiscreen environments.

The newly launched Adobe Marketing Cloud includes an analytics and audience management component, a content recommendation engine, and tools to measure how well an audience engages with content and advertising.

Adobe is also joining forces with measurement firm comScore in a strategic partnership that aims to deliver consistent measurement across multiple devices of digital content. The tie-up is the first major announcement by comScore since its merger with Rentrak closed earlier this year.

The goal for both vendors is to provide large-scale digital video metrics to their customers. "Massive, census-level data is critical to providing actionable and granular measurement across screens," said Serge Matta, comScore's CEO. "This partnership with Adobe helps us 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."

A recent Adobe Index report revealed that consumers use an average of three devices each day, illustrating the tendency to view content on multiple screens and the need for audience measurement to better reflect such behavior.

That jibes with a comScore report released last week that found that the rapid expansion of mobile content viewing is pulling online audience reach to levels that compare almost side-by-side with traditional television's reach.

comScore and Adobe will provide measurement and analytics to customers as varied as Viacom, CBS Digital Media, Canada-based telco Rogers Communications, and media agency Starcom MediaVest Group.

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