The company that invented TV audience measurement is partnering with Adobe to tackle one of the thorniest problems of the digital age for broadcasters and video content creators: How do you measure and monetize TV ratings on a tablet?
Nielsen and Adobe announced a strategic alliance this week that's designed to deliver what the companies describe as "the industry’s first comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps."
The collaboration integrates Nielsen’s digital audience measurement products with Adobe's digital analytics and online TV delivery platforms. Through the arrangement, the two companies will jointly market Nielsen's Digital Content Ratings, Powered by Adobe, to deliver analytics and content metrics that "enable smarter buying and selling decisions," Nielsen boasted in a statement.
Data from the new service will be available in the Adobe Marketing Cloud, providing brands a way to use the data to optimize their marketing campaigns.