ComScore’s incorporation of Adobe’s cencus-based metrics across platforms will allow marketers to better compare key metrics like video starts, average time spent watching and rates of ad engagement from property to property, including on smartphones, tablets, game consoles and over-the-top video devices like Roku.
Sensing that the lack of standards and a digital currency is hurting business growth, the Interactive Advertising Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies have banded together to “simplify the planning, buying and evaluating of digital media.”
