Nielsen and Adobe have teamed up to deliver the industry’s first cross-platform system for measuring online TV, video and digital content across both the web and apps.
The alliance will merge Nielsen’s digital audience measurement product with Adobe’s digital analytics, census data and online TV delivery platforms. The two companies will jointly market the officially titled “Nielsen’s Digital Content Ratings, Powered by Adobe,” which the duo touts will measure audiences “accurately and consistently” across desktops, smartphones, tablets, game consoles and over-the-top boxes.
Media companies and advertisers will be able to reap the results of the new partnership next year. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom and others will be part of the rollout.
“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,” the companies said on Tuesday.
Nielsen’s Digital Content Ratings will be embedded in Adobe products going forward, including Marketing Cloud, Analytics and Primetime.
“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,” said 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.”
“This alliance is expected to accelerate the adoption of consistent and comprehensive measurement in digital,” said Megan Clarken, executive vice president, global product leadership, at Nielsen. “By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences.”
“Crackle is the only premium ad-supported network that lives purely on over-the-top devices and there is tremendous value in understanding how people are consuming content,” added one of the launch clients, Eric Berger, executive vice president, Digital Networks at Sony Pictures Television and GM, Crackle. “Being a part of the initial rollout will enable us to present real-time engagement metrics, allowing for advertisers to understand the true return on their investment and match our growing audience on Connected TV with blue chip brands at scale.”
Watch an explainer video for the new product: