Adobe and Nielsen Form Content Measurement Alliance

Adobe and Nielsen have teamed up to develop what they say is the industry's first cross-platform system for measuring TV, video and other digital content across both the web and apps.

The collaboration will integrate Nielsen's digital audience measurement products with Adobe's digital analytics and online TV delivery platforms - Adobe Analytics and Adobe Primetime. As part of the deal, both companies will jointly market Nielsen's Digital Content Ratings, Powered by Adobe, to provide clients with comparable metrics to measure audiences across every major IP device, including desktops, smartphones, tablets, game consoles and set-top boxes.

These new Digital Content Ratings will be supported by Adobe Analytics census data, and the resulting aggregated and anonymous data will measure content of all types. Adobe Analytics customers will be able to activate Nielsen's insights and link their own analytics data to metrics to reach specific audiences, and in addition, Nielsen's measurement data will be embedded in Adobe Primetime to enable broadcasters and pay TV service to measure audiences and viewing behavior across a broad set of devices.

Megan Clarken, Nielsen's EVP, Global Product Leadership, says the alliance is expected to accelerate the adoption of consistent and comprehensive measurement across digital. Brad Rencher, SVP and GM, Digital Marketing at Adobe, adds: '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. Once complete, our partnership with Nielsen will provide analytics tied with ratings - benefitting advertisers, media companies and consumers alike.'

Web sites: www.adobe.com and www.nielsen.com .