Adobe and comScore partner on digital TV and ad measurement

Serge Matta

Adobe has partnered with comScore have struck a global deal to provide “new insights” into the media consumption behaviour of digital audiences. 

The deal, which was announced at the Adobe Summit in Las Vegas, will see the companies deliver cross-device audience measurement of video and ad content, providing insight into consumer viewing behaviour for media planning and buying.

ComScore will incorporate 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. Meanwhile, Adobe will integrate comScore audience data, including demographics, for Adobe Marketing Cloud customers.

“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.

ComScore CEO, Serge Matta said: “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.”