Dive Brief:
- Adobe and comScore have announced a partnership to provide marketers with cross-platform video and digital ad measurement.
- The deal combines data from both tech companies to create measurement metrics based on census-level data.
- The announcement comes right after another comScore deal with Viacom, which makes Viacom the first client for its multiplatform ad targeting company created after its Rentrak acquisition.
Dive Insight:
Both announcements are indicative that comScore intends on being a major player in multiplatform digital advertising, covering bases from targeting campaigns to measuring the results of those efforts.
The move also indicates that comScore is gaining more footholds into Nielsen’s measurement territory, a development that Jeremy Helfand, vp of Adobe Primetime, put some perspective on in an interview with Ad Exchanger, where he expressed the company's commitment to its partnership with Nielsen.
"Nielsen would be in a better position to discuss how they’re driving toward cross-platform measurement and currency themselves for digital content ratings products, but with comScore, the point is to provide a more complete and consistent view for how audiences are engaging with content and ads," Helfand said. "While both companies are focused on how do you solve for the need for better cross-platform measurement, I think they’re addressing it in different ways. We felt this was an important development to drive the marketplace forward."
One implication that more deals in the measurement space might signal for marketers is that digital measurement options and quality should continue to improve.