Adobe Launches Audience Measurement Tool

In the US, software provider Adobe has introduced the Adobe AudienceResearch solution, a tool giving publishers and digital marketers metrics on the size and engagement of audiences for web sites, mobile apps and digital magazines.

AudienceResearch provides census-based measurement of metrics captured by Adobe's SiteCatalyst online analytics app, which was recently accredited by the Media Ratings Council.

Brad Rencher, SVP and GM of Adobe's Digital Marketing Business Unit, states: 'AudienceResearch has the potential to provide the industry with a reliable, cross-channel currency for measuring digital audience size and engagement, bringing greater confidence into the digital advertising planning, buying and selling process.'

Separately, Adobe has announced availability of the 'Adobe Audience Certification Program', establishing criteria for the accuracy of publishers' data collection and reporting. Once certified, publishers can contribute their data to the new AudienceResearch tool.

Web site: www.adobe.com .