comScore is continuing its drive to challenge Nielsen as an audience measurement leader.
The company, which finalized its merger with Rentrak in February and last week struck a multiyear deal with Viacom to measure video viewing across TV, OTT and digital platforms, has now partnered with Adobe.
This new “global strategic partnership” intends to provide new insights into the media consumption behaviors of digital audiences by delivering cross-device audience measurement of video and ad content.
comScore will incorporate Adobe Certified Metrics that provides data from digital properties using Adobe Analytics. This will enable comScore to improve its measurement of video viewing metrics, including the average time spent watching and how, when and where consumers interact with content and ads.