Nielsen and Adobe Partner on Cross-Platform Measurement Product

By Adam Flomenbaum 

nielsen_logoFirst it was comScore, and now it’s Nielsen’s turn.

Nielsen and Adobe yesterday announced a partnership to provide a cross-platform measurement solution for online TV, video, and other digital content. The measurement will be presented as “Nielsen’s Digital Content Ratings, Powered by Adobe,” and combines Nielsen’s digital measurement solutions with Adobe Analytics and Adobe 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.”

Measuring engagement across screens is nothing short of difficult, but it is actually Adobe more than Nielsen and comScore that is in the best position to capture streaming audiences. Adobe Primetime is the publishing platform of choice for many broadcasters, and these broadcasters likely already use Adobe Analytics and Adobe Marketing Cloud.

It will be interesting to see which measurement service – comScore’s Project Blueprint or Nielsen’s Digital Content Ratings, Powered by Adobe – networks turn to.