$137.8B U.S. ad spend for top 200 advertisers
ComScore will begin incorporating Adobe's census-based metrics across platforms and devices into its products to help advertisers and ad sellers better tailor their campaigns, the companies said.
Adobe Certified Metrics will provide ComScore with data on consumer behavior and characteristics drawn directly from the digital properties running Adobe Analytics, standardized across disparate publishers. That means marketers can better compare key metrics like video starts, average time spent watching and rates of ad engagement from property to propety, including on smartphones, tablets, game consoles and over-the-top video devices like Roku.
"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, VP, Adobe Primetime.
The arrangement will help ComScore deliver "even more precise insights to our clients about how, when and where consumers are interacting with content and ads," said Serge Matta, CEO, ComScore. "This will enable clients to make smarter buying decisions based not just on age and gender, but on advanced demographics."
In particular, Mr. Matta said Adobe's tagging capabilities across all platforms will speed up ComScore's ability to deliver cross-platform measurement on a large scale.
"Clients don't have to do anything other than opt in," Mr. Matta added.
Viacom said last week that it had signed a deal with ComScore giving it access to the company's TV and digital measurement tools to power its ad targeting products.
"A partnership between ComScore and Adobe -- on the heels of Viacom's own partnership with ComScore -- is a win for the entire industry because it opens up and evolves the use of advanced currencies," Colleen Fahey Rush, exec VP-chief research officer, Viacom Media Networks, said in a prepared statement.
The deal comes just months after ComScore acquired Rentrak, which measures TV viewing through set-top boxes. Some observers believe the companies combined capabilities' could pose a threat to Nielsen, which has been the leader in media measurement.
Both ComScore and Nielsen are working on products that promise to measure content and ads across TV and digital viewing.
Adobe already works with Nielsen for digital content ratings, a product now in beta with a handful of broadcasters.
Adobe will also integrate ComScore's audience data, including demographics, into its data management platform, Adobe Marketing Cloud, to enable optimization of audience segments for targeted marketing campaigns, including email, video, display and search advertising. The system will enable Adobe customers to estimate how well marketing content will perform against specific audience segments.