ABC Interactive to Accredit Adobe Audience Research
Collaborating on New Audience Measurement and Verification Initiatives
ARLINGTON HEIGHTS, Ill. (Nov. 7, 2011)—ABC Interactive announced it is working with Adobe Systems Inc. to accredit AudienceResearch, the company’s new digital audience measurement tool that captures and filters key online usage metrics via Adobe SiteCatalyst, the company’s flagship analytics application.
Initially, ABCi will conduct test audits of several publishers in the first quarter of 2012, using Adobe certified data. The second phase will be wider in scope, covering Adobe systems and procedures, with a potential broader rollout across ABC-member newspapers and magazines.
Once concluded, it’s anticipated it will be easier for these publishers to report audited website, mobile app and digital publication data in key ABC audit reports such as the Consolidated Media Report (CMR). Newspapers have released nearly 70 such reports thus far, and Popular Science recently released the first CMR for consumer magazines.
“A majority of the newspapers and magazines affiliated with ABC rely on Adobe for digital publishing tools, web analytics and online audience data,” said Neal Lulofs, executive vice president and general manager of ABC Interactive. “We’ve been working with Adobe and a few of our mutual publishing clients on some early beta audits, using data from Adobe AudienceResearch. We’re excited about the progress and potential we’ve seen. When the accreditation is complete, we hope to offer a new, more efficient approach to audits of Adobe metrics.”
“Publishers, media companies and their advertising partners all want the same thing: a reliable, accredited report that captures audience size and engagement across digital channels,” said Aseem Chandra, vice president, product marketing, Digital Marketing Business, Adobe. “Working with trusted industry organizations like ABC, the Adobe AudienceResearch tool—initially measuring metrics from websites, mobile applications and digital magazine editions—is our first step towards delivering a comprehensive digital audience report.”
Results from the 2011 ABC/ABCi mobile survey, released today, show that the percentage of publishers distributing content on mobile devices is growing. Two-thirds of publishers believe the industry needs to report expanded digital metrics, and 72 percent of publishers were positive about the future of ABC multimedia reporting options such as the Consolidated Media Report.
ABC is a forum of North America's leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost online database of audited circulation information and a growing array of readership, audience and website usage data. ABC’s digital arm, ABC Interactive, is one of the world’s leading independent auditors of websites and digital ad-based technology. To learn more, visit www.accessabc.com.
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