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Adobe, Nielsen Partner On Digital Content Ratings
Touted as the first cross-platform system to give media buyers comparable metrics to measure audiences across devices.
Adobe and Nielsen have announced they’re teaming up to measure content consumption — including online television and digital video — across digital devices on the web and in apps.
Marketed as Nielsen’s Digital Content Ratings, Powered by Adobe, the new product integrates Nielsen’s digital audience measurement products with Adobe Analytics census data and Adobe Primetime, its online TV delivery platform. The product is touted as the first cross-platform system to give media buyers comparable metrics to measure audiences across desktops, smartphones, tablets, game consoles and over-the-top boxes.
“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,” the companies announced in a statement.
ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom are listed among the initial broadcast partners. The product is expected to be available in 2015.
Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay-TV service providers the ability to measure audiences and viewing behaviors across devices. The companies add that the integration also seeks to drive deeper engagement through the delivery of personalized content and ads. The promise of personalization is likely to get advertisers’ ears to perk up in addition to speeding up adoption of programmatic capabilities that offer key targeting precision.
Matt Seiler, global CEO at IPG Mediabrands, said in the announcement, “The ability to provide metrics to measure audiences accurately, allowing IPG Mediabrands to better allocate marketing dollars, across every major IP device is an important step in our quest to automate 50% of our media buys by 2016.”
Broadcasters are looking for the system to be able to understand and communicate to advertisers how their digital content is consumed across digital devices. “One of the challenges in digital measurement has been the lack of alignment between site analytics and syndicated measurement data, and we will be working with Nielsen and Adobe to help resolve this,” said Artie Bulgrin, Senior Vice President Global Research and Analytics ESPN.
A video from Nielsen and Adobe explaining the partnership is below.