comScore and Adobe Partner for Cross-Platform Insights

comScore has partnered with marketing software giant Adobe to provide new insights into cross-device media consumption.

The deal sees comScore integrating its cross media, audience and advertising product suites with Adobe Certified Metrics, which offer standardized digital census data powered by Adobe Analytics. Meanwhile Adobe will integrate comScore audience data, including demographics, for Adobe Marketing Cloud customers.

The companies say they will provide census-based measurement of digital video content and ads for the most popular platforms, including TV, video on demand, smartphones, tablets, game consoles and over-the-top connected devices. This includes metrics on the number of video starts, time spent watching and rate of ad engagement - allowing 'smarter' buying and selling of advertising, according to Jeremy Helfand, VP at Adobe Primetime.

comScore CEO Serge Matta says the partnership will help comScore to deliver 'even more precise insights to its clients about how, when and where consumers are interacting with content and ads'. He adds: 'This will enable clients to make smarter buying decisions based not just on age and gender, but on advanced demographics'.

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