ComScore Partners With Adobe to Receive New Digital Metrics

ComScore will begin incorporating Adobe's census-based metrics across platforms and devices into its products to help advertisers and ad sellers better tailor their campaigns, the companies said.
Adobe Certified Metrics will provide ComScore with data on consumer behavior and characteristics drawn directly from the digital properties running Adobe Analytics, standardized across disparate publishers. That means marketers can better compare key metrics like video starts, average time spent watching and rates of ad engagement from property to propety, including on smartphones, tablets, game consoles and over-the-top video devices like Roku.
"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," said Jeremy Helfand, VP, Adobe Primetime.