March 22, 2016

comScore and Adobe Partner to Deliver Seamless Cross-Platform Audience Insights

By: Serge Matta

We kicked off this year with a promise to create the new model for cross-platform measurement that is built on a precise, innovation-led understanding of audiences, brands and consumer behavior at massive scale. We’re in a dynamic world that’s characterized by tremendously fragmented audiences who are watching and engaging with more content than ever before. And, more so than ever, comparable cross-platform metrics are required in order to effectively buy and sell media to connect with audiences where they consume content.

To continue building on our commitment to the industry, today we announced a partnership with Adobe to seamlessly deliver precise and easy-to-use cross-platform audience measurement data on a global basis for television, advertising and other digital video content.

comScore and Adobe are both uniquely positioned to tackle the lack of comparable cross-platform metrics, which is one of the biggest friction points in the current state of the industry. Collaborating with Adobe brings together certified digital census data from Adobe Analytics with comScore’s cross-platform demographics and audience measurement data, in addition to our newly acquired census TV data.

Precise Data to Reach Audiences More Effectively
Massive, census-level data is critical to providing actionable and granular measurement across screens. Our partnership with Adobe will incorporate Adobe Certified Metrics, standardized digital census data built on the Adobe Marketing Cloud Platform and powered by Adobe Analytics, into our Cross Media, Audience and Advertising Product Suites to supplement our already extensive data footprint. This means adding greater coverage of consumer used devices, and even more granularity and precise insights to the data we’re already delivering.

Our clients will now have more powerful data at their disposal to optimize their ad spend and reach audiences more efficiently across TV and digital. With client opt-in permission, we will be able to seamlessly integrate the already collected measurement from Adobe into a variety of comScore syndicated products, such as Video Metrix Multi-Platform, XMedia, TV Essentials and vCE, as well as custom solutions for our clients.

These enhanced insights will allow media companies to better understand how content performs across platforms and particular audience segments. Advertisers and agencies will be able to take advantage of the full potential of the massive amounts of data generated to better plan and execute campaigns.

Easy-to-Access Trusted, Third-Party Insights for Media Planning
As part of this partnership, comScore audience segments, including TV and digital, will also be integrated into the Adobe Marketing Cloud to enable smarter buying and selling of advertising across platforms. This data will enable further optimization of audience segments for targeted marketing campaigns, including email, video, display and search advertising. Adobe customers will also be able to forecast how well marketing content performs against specific audience segments.

At comScore, we are paving a new trajectory, and delivering new currencies and insights for our clients across the whole media and advertising ecosystem. Our full intention is for cross-platform measurement to be a reality, at scale. And, through partnerships like this one with Adobe, we’re making that happen.

Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits of impact of the strategic partnership between comScore and Adobe, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.

For a detailed discussion of these and other risk factors, please refer to comScore's most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the "SEC"), which are available on the SEC's Web site (

Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.

Tags: Cross Media, Demographics, Media & Entertainment, TV