You will be redirected back to your article in seconds

ComScore Teams With Adobe in Media-Measurement Battle

ComScore may have moved another inch in its effort to dominate the media industry’s yardstick.

ComScore, which in recent months has become more aggressive in its bid to unseat Nielsen as the predominant arbiter of measuring audiences around media content,  said it will tap new metrics from software and analytics firm Adobe Systems. The effort is aimed at helping to measure consumption of video content across multiple screens, ranging from TVs to tablets.

“When people look at their audiences, they don’t have the entirety of the viewership,” said Manish Bhatia, chief product officer of ComScore, in an interview. “TV comes from one place. OTT comes from another,” he said, referring to so-called “over the top” content viewing that is done with streaming video and a broadband connection. “How many people are you reaching? It’s a basic question, but it becomes a very hard question for media companies to answer.”

The deal takes place just months after ComScore sold a suite of digital-analytic software to Adobe. Those properties were used to mine data related to user activity and demographics across multiple digital platforms.

By using the Adobe services, ComScore will be able to help marketers understand the number of video starts involved with a piece of content; average time spent watching; and rate of ad engagement. Content companies, meanwhile, will be able to use the insights to forecast how different kinds of video performs across platforms and particular audience segments

“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,” said Serge Maata, chief executive of ComScore, in a prepared statement. “This will enable clients to make smarter buying decisions based not just on age and gender, but on advanced demographics.”

The partnership is the latest step from ComScore, which has made no secret of its desire to view with Nielsen in an increasingly complex media-measurement game. ComScore, best known for measuring web traffic, merged earlier this year with Rentrak, which measures audience for movies, TV and other types of entertainment across various viewing windows.  Viacom recently announced it would use ComScore data in its efforts to build new packages for advertisers.

“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 Collen Fahey Rush, executive vice president and chief research officer of Viacom’ Media Networks, in a statement. The ComScore-Adobe pact, she said,  “opens up and evolves the use of advanced currencies.”

Nielsen is also attempting to find new ways to evaluate today’s very complex audience. The media-measurement company is promoting what it calls a “total audience” measure that it thinks will help media companies count much of the audience that consumes video in new ways that are not always evaluated by the system that has for decades been used to establish ad deals between TV networks and their sponsors.

The measure is already available, and Nielsen executives say many of the nation’s biggest media companies are making adjustments to their systems so the new data can be incorporated. Nielsen expects to syndicate its total-audience data, or make information available in the marketplace for a wide range of media companies that can be examined by any of the companies as well as advertisers, by the end of the second quarter or early in the third quarter.



More Digital

  • NPR Releases Open Source Podcast Metrics

    How NPR Aims to Bring Transparency to Podcast Metrics

    NPR unveiled a new open source podcast measurement project Wednesday that aims to bring more transparency and granularity to podcast metrics. The project, dubbed Remote Audio Data (RAD), has been developed in partnership with a number of podcast app developers, ad tech companies as well as tech and media heavyweights including ESPN, Google and iHeartMedia. [...]

  • 2019 Variety Predictions

    2019 Predictions: What's in Store for Film, TV and Music Next Year?

    It would be hard to top the drama of 2018. From media mega-mergers to the rise of Time’s Up, it was a year that had more than its fair share of twists and turns. Leslie Moonves resigned in disgrace, AT&T snapped up Time Warner, Disney inched closer to subsuming Fox and “Black Panther” shattered box [...]

  • apple brooklyn october 2018 event

    Apple Looking to Launch Magazine Subscriptions in Early 2019 (Report)

    Apple is preparing to relaunch Texture, a news subscription app it acquired in March, as a premium tier of Apple News early next year, according to a Bloomberg report. To prepare for the launch, Apple has been trying to get prominent newspapers including the New York Times and the Wall Street Journal to come on [...]

  • Tencent Music Raises $1.1 Billion for

    Tencent Music Raises $1.1 Billion for IPO, Much Less Than Expected

    China-based music streaming company Tencent Music Entertainment Group said it raised nearly $1.1 billion in its U.S. initial public offering, according to Reuters. Earlier this year, the company was expected to be valued at as much as $30 billion and raise $4 billion for its IPO, but those estimates were slashed in September. he IPO [...]

  • Netflix Orders ‘I Am Not Okay

    Netflix Orders ‘I Am Not Okay With This’ From Producers of ‘Stranger Things’

    The producers of “Stranger Things” and creator and director of “The End of the F***ing World” series are making “I Am Not Okay With This” for Netflix, a coming-of-age tale about a girl with mysterious powers. 21 Laps will make the series, which was co-created by Jonathan Entwistle, who was behind Channel 4 and Netflix show [...]

  • Netflix Logo

    Netflix’s India Content Head Swati Shetty Makes Exit

    Swati Shetty, who has headed Indian content operations at Netflix is to step down from the global streaming giant. She joined the streamer in August 2016 as director of international originals and acquisitions. The company said it is placing more emphasis on India and that the role should ideally be fulfilled form Mumbai, rather than [...]

  • Oculus Rift

    ZeniMax Agrees to Settle Facebook VR Lawsuit

    Game company ZeniMax Media said it is has agreed to settle litigation against Facebook, Oculus and individual executives alleging misappropriation of its virtual-reality technology. Terms of the settlement were not disclosed. ZeniMax sued Facebook in 2014 after Id Software co-founder John Carmack joined Oculus as chief technology officer. In the suit, which sought as much as $4 billion in damages, alleged [...]

More From Our Brands

Access exclusive content