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Adobe and Nielsen forge TV analytics supergroup

Adobe and Nielsen  announce strategic alliance

Adobe and Nielsen announce strategic alliance

Adobe and Nielsen have announced a strategic alliance expected to deliver the industry’s first comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps.

The collaboration will integrate Nielsen’s digital audience measurement products, the most trusted ratings system in the industry, with Adobe Analytics and Adobe Primetime, the industry’s leading digital analytics and online TV delivery platforms. As a result, both companies will jointly market Nielsen’s Digital Content Ratings, Powered by Adobe, which will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions. Customers will have comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.

Nielsen’s new Digital Content Ratings will be supported by certified Adobe Analytics census data. The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The technology integration is expected to accelerate the adoption of a digital ratings currency, allowing advertisers to better allocate marketing dollars across platforms, and enabling media companies to benefit from insights into the performance of TV and other digital content across screens.

Nielsen’s Digital Content Ratings data will be available in the Adobe Marketing Cloud, allowing media companies to better monetize their inventory and brands to better optimize their marketing campaigns. Adobe Analytics customers will be able to quickly activate Nielsen’s insights and link their own analytics data to widely accepted currency-quality metrics to better reach specific audiences. In addition, Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay-TV service providers the ability to quickly measure audiences and viewing behaviors across a broad set of devices. The integration also seeks to drive deeper engagement through the delivery of personalized content and ads.

“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,” explains Brad Rencher, senior vice president and general manager, digital marketing at Adobe. “Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings—benefitting advertisers, media companies and consumers alike.”

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