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Adobe and comScore have formed a global strategic partnership to provide new insights into the media consumption behaviours of digital audiences. This new partnership will deliver consistent, cross-device audience measurement of video and ad content, providing advanced insight into consumer viewing behaviours for better media planning and buying.
“With the world’s largest brands, including ten of the ten largest media companies relying on Adobe Marketing Cloud, Adobe is at the centre 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.”
“comScore is redefining cross-platform measurement to deliver the independent, trusted metrics that content owners and advertisers have long been asking for,” added 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.”