Nielsen, Adobe Combine For Digital Audience Metrics

New Ratings And Analytics Being Tested By Turner, ESPN, Sony

Nielsen and Adobe are teaming up to measure and analyze the audiences for digital content that appears on websites and apps and is viewed on different digital devices.

The companies say Nielsen’s new Digital Content Ratings, Powered by Adobe will offer comparable metrics for desktop, smartphone, tablet, game-console and over-the-top device consumption of video and other content.

ESPN, Turner Broadcasting and Sony are among the media companies beta testing the system, which is expected to be available in 2015.

“One of the challenges in digital measurement has been lack of alignment between site analytics and syndicated measurement data, and we will be working with Nielsen and Adobe to help resolve this,” said Artie Bulgrin, senior VP for global research and analytics at ESPN, which creates a lot of cross-platform content and sells advertisers cross-platform marketing campaigns.

Nielsen is in a competition with comScore to measure online audiences. The strategic partnership with Adobe supports Nielsen’s new Digital Content Ratings. The companies say the integration of Nielsen’s numbers with Adobe’s data is expected to accelerate the adoption of a digital ratings currency.

Advertisers will be able to use the data and analytics to better allocate ad dollars and optimize their marketing campaigns to reach specific audiences. Nielsen data will be embedded in Adobe Primetime to give broadcasters and cable networks that ability to measure audience and viewing behavior across devices.

Read the full story at B&C.