Adobe said that comScore will be adopting new Adobe Certified Metrics for the measurement of digital TV and advertising content.
Adobe analytics are used by many of the major broadcasters and pay TV companies. The deal will help media companies capture more of their digital viewership and advertisers better identify the audiences engaged with contents.
Adobe in October announced a deal with Nielsen to create a cross-platform system for measuring online TV, video and other digital content using Nielsen audience data and Adobe analytics. Media companies including ESPN, Turner Broadcasting, Univision and Viacom participated in the rollout.
As part of its new deal with comScore, which aspires to be a serious competitor to Nielsen, comScore audience data, including demographics, will available to clients using the Adobe marketing cloud.