Adobe, comScore Align for Cross-Device Audience Data

SAN JOSE: Adobe and comScore have announced an alliance that aims to deliver “consistent” cross-device audience measurement of video and ad content.

The partnership will see the incorporation of Adobe Certified Metrics—standardized digital census data into comScore’s Cross Media, Audience and Advertising Product Suites. The alliance promises “seamless, census-based measurement of digital video content and ads” for TV, VOD, smartphones, tablets, game consoles and OTT connected devices.

“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, VP of 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.”

“comScore is redefining cross-platform measurement to deliver the independent, trusted metrics that content owners and advertisers have long been asking for,” said Serge Matta, CEO at comScore. “Massive, census-level data is critical to providing actionable and granular measurement across screens. 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.”