Adobe Systems has released a new audience measurement tool Adobe AudienceResearch. AudienceResearch provides certified metrics on the size and engagement of digital audiences for websites, mobile applications and digital magazine editions to publishers and digital marketers.
In addition with AudienceResearch, Adobe also released the Adobe Audience Certification Program, under which publishers become Adobe Certified Publishers.
AudienceResearch provides census-based measurement of metrics where the metrics are generated by counting all relevant traffic and this method is considered more accurate and representative of actual traffic and behavior than panel-based methods.
Adobe said AudienceResearch is available at no additional cost to SiteCatalyst customers.
Adobe Certified Publishers can arm their direct sales teams with the certified, census-based metrics, including metrics that have been accredited by the Media Ratings Council. Adobe Certified Publishers can contribute these key metrics to AudienceResearch.
Advertisers can rely on the certified, census-based metrics, and Media Ratings Council including metrics as they make media planning decisions.
The release of AudienceResearch will enable Adobe to achieve MRC accreditation for key SiteCatalyst metrics, said the company.
Publishers currently using Adobe SiteCatalyst can become an Adobe Certified Publisher, which assures advertisers that the certified digital audience size and engagement metrics provided by the Adobe Certified Publisher have met certain requirements for data collection integrity and reporting accuracy.
Adobe Digital Marketing Business Unit senior vice-president and general manager Brad Rencher said with the strong customer base and pent-up demand for census-based metrics, Adobe anticipate strong adoption of AudienceResearch.
"AudienceResearch has the potential to provide the industry with a reliable, cross-channel currency for measuring digital audience size and engagement, bringing greater confidence into the digital advertising planning, buying and selling process," said Rencher.
