Adobe launches tool to measure digital engagement

Adobe has launched a tool that allows publishers and marketers to more accurately measure audience size and levels of engagement on their websites, mobile apps and digital magazines.

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The company says the AudienceResearch tool is more accurate than other measurement metrics as the data is census-based, meaning audiences are calculated by counting all relevant traffic, rather than via panel-based methods that monitor the behaviour of a small group of volunteers.

The data is captured by Adobe’s online analytics application SiteCatalyst.

Publishers who already use Adobe’s Digital Publishing Suite to create digital magazines for tablet devices can also elect to have AudienceResearch metrics automatically built in to the software.

Adobe’s senior vice president and general manager of its digital marketing business unit, Brad Rencher, says: “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.”

More than 60 digital properties have already trialled AudienceResearch, including Condé Nast and NBC Universal.

Click here to read Marketing Week’s profile of Adobe CMO Ann Lewnes

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