marketing in the cloud200Adobe and Nielsen have formed a partnership that aims to track content and engagement metrics across multiple Internet protocol devices ranging from desktops to smartphones to tablets to TV and game consoles so chief marketing officers can get to one source of the truth.

The effort combines one of the leading keepers of digital content ratings with Adobe’s analytics platform. The aim is to eradicate the differences marketers and content producers see between metrics in back-end systems and public ratings. If all goes well, panels tracking web content will give way to more accurate measurements via a census approach.

According to the companies, the partnership will also lead to easier implementations for marketers, media companies and advertisers and track everything from video to audio to text. Adobe and Nielsen will pre-integrate tagging systems and software development kits for enterprises. Tracking content consumption and engagement has become a major issue for companies.