Adobe (Nasdaq:ADBE) today announced new industry-standard audience metrics are available through Adobe® Digital Publishing Suite (DPS). Through analytics included with DPS, Adobe now enables publishers to measure the total number of tablet readers per issue, total number of sessions per issue, average amount of time spent per reader per issue, and average number of sessions per reader per issue, pioneering a clear method to measure and report audience readership across digital magazine editions.
The standardization of initial audience and engagement metrics was accomplished in collaboration with leading magazine publishers, MPA – The Association of Magazine Media, Adobe and the American Association of Advertising Agencies (4As). Adobe’s implementation was audited by the Alliance for Audited Media (AAM, formerly known as the Audit Bureau of Circulations). The methodology will empower accurate and consistent industry-wide benchmarking for publishers, a significant first step toward developing a measurement model that will help drive increased digital advertising spend and continued confidence in ad buys. World class publishers such as Time Inc., Meredith Corporation, Condé Nast, Martha Stewart Living Omnimedia, Inc., National Geographic and Rodale use DPS to deliver more than 120 million publications to consumers.
“Adobe is continuing to lead the digital publishing revolution with new innovations,” said Nick Bogaty, senior director, business development and marketing, Digital Publishing, Adobe. “These metrics are critical to publishers and advertisers, and we will continue to work with MPA to provide vital measurement insights to help drive the industry forward.”
“The team at Adobe was the logical choice with which to work on this initial phase of the standardization of MPA’s metrics,” said Ethan Grey, senior vice president, digital strategy and initiatives, MPA. “This latest DPS release is a perfect first step in our goal to provide advertisers with meaningful measurements. We look forward to test driving this new model and rolling it out over the months to come.”
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