Adobe and Nielsen team up to track online viewing

TV measurement company Nielsen and analytics provider Adobe have teamed up to track TV watching on the internet.

The partnership on Tuesday provided detailed data about how people watch TV and other media on the Internet. This allows broadcasters to get a better picture of how internet users consume media across devices and platforms.

It’s a big expansion of the usual demographic data and video viewing rates gained through existing Web tracking and online measurement tools. Broadcasters can now see how people interact with digital video between devices. This information will help broadcasters decide what they will charge advertisers and be able to better target ads for viewers.

Broadcasters today are hard-pressed to make sense of how people consume digital content, a task made more difficult as viewers shift between streaming sites like Netflix and Amazon Prime, and devices like smartphones and Internet-connected set-top boxes.

Adobe's Analytics service will let it track how consumers view digital media across devices through cookies and mobile advertising ID's.