New Global Partnership Will Help Content Owners and
Advertisers Better Measure Consumer Behavior
At Adobe Summit, Adobe (Nasdaq:ADBE) and comScore (Nasdaq:SCOR)
announced a global strategic partnership to provide new insights
into the media consumption behaviors of digital audiences. This new
partnership will deliver consistent, cross-device audience
measurement of video and ad content, providing advanced insight
into consumer viewing behaviors for better media planning and
buying. Through this partnership, comScore is incorporating new
Adobe Certified Metrics, standardized digital census data built on
the Adobe Cloud Platform and powered by Adobe Analytics, into its
Cross Media, Audience and Advertising Product Suites. In addition,
Adobe will integrate comScore audience data, including
demographics, for Adobe Marketing Cloud customers.
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People are watching content on an increasingly broad variety of
devices. Paid digital content services are on the rise and, for two
years running, the total number of authenticated digital TV views
has doubled annually according to Adobe Digital Index. Comparable
cross-platform metrics are one of the biggest friction points in
television’s digital transformation. Media companies, publishers,
multi-channel video programming distributors (MVPDs) and
advertisers are all looking for ways to reliably measure audiences,
content and advertising engagement across all platforms. comScore
and Adobe joining forces provides seamless, census-based
measurement of digital video content and ads for the most popular
platforms, including TV, video on demand, smartphones, tablets,
game consoles and over-the-top connected devices.
“With the world’s largest brands, including ten of the ten
largest media companies relying on Adobe Marketing Cloud, Adobe is
at the center of audience measurement and in a unique position to
help solve one of the industry’s greatest friction points,” said
Jeremy Helfand, vice president, Adobe Primetime. “This partnership
will enable smarter buying and selling of advertising and establish
the trust and credibility needed to support the convergence of
linear and digital experiences.”
The collaboration between Adobe and comScore will provide
marketers globally with trusted insights, including key metrics on
the number of video starts, time spent watching and rate of ad
engagement, to optimize their ad campaigns and more efficiently
reach the right audiences across TV and digital. Media companies
will leverage these enhanced insights to better forecast how
content performs across platforms and particular audience segments.
Additionally, agencies will be able to take advantage of the full
potential of the massive amounts of data generated in the modern
media world.
“comScore is redefining cross-platform measurement to deliver
the independent, trusted metrics that content owners and
advertisers have long been asking for,” said Serge Matta, CEO at
comScore. “Massive, census-level data is critical to providing
actionable and granular measurement across screens. This
partnership with Adobe helps us to deliver even more precise
insights to our clients about how, when and where consumers are
interacting with content and ads. This will enable clients to make
smarter buying decisions based not just on age and gender, but on
advanced demographics.”
The integration of comScore’s audience information with Adobe
Marketing Cloud will enable further optimization of audience
segments for targeted marketing campaigns, including email, video,
display and search advertising. Adobe customers will also be able
to forecast how well marketing content performs against specific
audience segments.
Read more about this partnership on the Adobe and comScore
blogs.
Customer Quotes
"We know that consumers are watching TV on every screen and
platform, and measurement is catching up to capture that activity,
but it's still very complex,” said Colleen Fahey Rush, executive
vice president, chief research officer, Viacom Media Networks. “A
partnership between comScore and Adobe – on the heels of Viacom’s
own partnership with comScore – is a win for the entire industry
because it opens up and evolves the use of advanced
currencies.”
"Digital platforms are a key growth opportunity over the next
decade and are already driving meaningful viewership for our
services, including CBS All Access and CBSN,” said Marc DeBevoise,
executive vice president and general manager, CBS Digital Media,
CBS Interactive. “This partnership between comScore and Adobe gets
the industry one step closer to unified cross-platform measurement,
further validating the value of our audiences across screens and
giving our advertisers the ability to deliver data-enhanced
campaigns across devices.”
"Collaboration like this furthers our ability to harness the
power of data and technology to build brands through a
re-engineered media model that directly drives business growth,”
said Kate Sirkin, executive vice president, global director,
Audience and Measurement Solutions, Starcom MediaVest Group.
“Specifically, enhancements to the tagging capabilities across the
entire ecosystem ensure we attribute value to the full range of
communications channels and data integration. This partnership also
allows us to assess new audience segments based on attributes
including people’s media and e-commerce behaviors.”
“We need to be able to show advertisers where our engaged
multiscreen audiences are consuming content in order to effectively
monetize our premium content everywhere,” said Greg Dinsmore,
director, Digital Insights and Cross-Platform Measurement, Rogers
Communications. “Adobe and comScore is a great global collaboration
and we are looking forward to working with them together to better
measure and monetize our audiences across screens."
About Adobe Analytics, Adobe Primetime and Adobe Audience
Manager
Adobe Analytics is the award-winning analytics backbone of Adobe
Marketing Cloud measuring nearly eight trillion server calls each
year. It is the industry’s best-selling and most advanced
enterprise analytics solution used regularly by more than 140,000
marketers and data analysts to better understand their businesses.
Major brands including ten of the world’s ten largest media
companies use Adobe Analytics today. Adobe Primetime, the
industry’s leading multiscreen TV platform, integrates video
publishing, monetization and content protection, and is used by NBC
Sports, Comcast, Turner Broadcasting, Time Warner Cable and others
globally. Adobe Audience Manager, the industry’s leading data
management platform, helps customers consolidate disparate datasets
and build unique audiences to gain greater insight into the
customer journey and personalize the user experience across any
channel.
Adobe Analytics, Adobe Primetime and Adobe Audience Manager are
three out of eight solutions in Adobe Marketing Cloud, which
supports 41 trillion transactions per year and is used by two
thirds of Fortune 50 companies.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a leading cross-platform
measurement company that precisely measures audiences, brands and
consumer behavior everywhere. comScore completed its merger
with Rentrak Corporation in January 2016, to create the new model
for a dynamic, cross-platform world. Built on precision and
innovation, our unmatched data footprint combines proprietary
digital, TV and movie intelligence with vast demographic
details to quantify consumers’ multiscreen behavior at
massive scale. This approach helps media companies monetize
their complete audiences and allows marketers to reach these
audiences more effectively. With more than 3,200 clients
and global footprint in more than 75 countries, comScore is
delivering the future of measurement. For more information on
comScore, please visit comscore.com.
Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the
meaning of Section 27A of the Securities Act of 1933 and Section
21E of the Securities Exchange Act of 1934, including, but not
limited to, expectations regarding the impact and benefits of
impact of the strategic partnership between comScore and Adobe,
financial or otherwise. These statements involve risks and
uncertainties that could cause our actual results to differ
materially, including, but not limited to: the features and
characteristics of the products, the rate of development of the
digital marketing intelligence, Internet advertising and e-Commerce
markets; the growth of the Internet as a medium for commerce,
content, advertising and communications; and the acceptance of new
products and methodologies by the industry, including existing and
prospective clients.
For a detailed discussion of these and other risk factors,
please refer to comScore's most recent respective Quarterly Reports
on Form 10-Q, Annual Reports on Form 10-K and from time to time
other filings with the Securities and Exchange Commission (the
"SEC"), which are available on the SEC's Web site
(http://www.sec.gov).
Stockholders of comScore are cautioned not to place undue
reliance on forward-looking statements, which speak only as of the
date such statements are made. comScore does not undertake any
obligation to publicly update any forward-looking statements to
reflect events, circumstances or new information after the date of
this press release, or to reflect the occurrence of unanticipated
events.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobeStefan Offermann, 408-536-4023sofferma@adobe.comorcomScore,
Inc.Erin DeGiorgi, 703-234-2662press@comscore.com
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