Nielsen, Adobe partner for digital measurement
Nielsen digital audience measurement and Adobe Analytics and Adobe Primetime, will be the cornerstones of the new service, which will be known as Nielsen’s Digital Content Ratings, Powered by Adobe.
The service “…will deliver analytics and currency grade content metrics that enable smarter buying and selling decisions. Customers will have comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.”
“Online TV consumption is at an all time high and Adobe and Nielsen are two leaders coming together to standardize audience measurement for digital content,” said Brad Rencher, senior vice president and general manager, digital marketing at Adobe. “Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings – benefitting advertisers, media companies, and consumers alike.”
“This alliance is expected to accelerate the adoption of consistent and comprehensive measurement in digital,” said Megan Clarken, executive vice president, global product leadership, at Nielsen. “By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences”
Signing on for the service beginning in 2015 are ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom and others.