Adobe and Nielsen have jointly announced a strategic alliance that is expected to deliver the comprehensive, cross-platform system for measuring online TV, video and other digital content across the Web and apps. The collaboration will integrate Nielsen’s digital audience measurement products, the most-trusted ratings system in the industry, with Adobe Analytics and Adobe Primetime. As a result, both companies will jointly market Nielsen's Digital Content Ratings, Powered by Adobe, which 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. 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 - benefiting advertisers, media companies and consumers alike," said Brad Rencher, Senior Vice-President & General Manager - Digital Marketing, Adobe.
Nielsen's new Digital Content Ratings will be supported by certified Adobe Analytics census data. The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The technology integration is expected to accelerate the adoption of a digital ratings currency, allowing advertisers to better allocate marketing dollars across platforms, and enabling media companies to benefit from insights into the performance of TV and other digital content across screens.
