Digital audiences will soon be treated better service and consistent delivery of content as a result of the partnership between Adobe Summit, Adobe (NASDAQ:ADBE) and comScore (NASDAQ:SCOR). The global strategic partnership is aimed at achieving better media planning and buying which will lead to enhanced new insights into content consumption habits.

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According to Adobe Digital Index, there is an increased demand for being able to watch content from a  broad variety of devices. Hence, the move by the two will help in the measurement of video content consumption across multiple screens, ranging from TVs to tablets. Nevertheless, there is a notable increase in paid digital content services as well as the number of legitimate digital TV views.

In the recent past media companies have been trying to identify ways through which they can reliably measure content and advertising engagement across various platforms. It is out of this reasoning that comScore and Adobe have joined forces to provide a census-based measurement of digital video content.

The collaboration between the two is expected to help marketers globally gain an understanding and trusted insights on the number of video starts involved; time spent watching and ad engagement rate. Content companies will also gain from this partnership in that they may take advantage of the considerable amounts of data created in the current media world.

In support of the partnership, Serge Maata, chief executive officer of ComScore further states that it will enhance the delivery of more precise insights of how, where and when consumers can interact with content and ads. And with this understanding, clients can make better buying decisions based not on age and gender, but on new demographics.

Executive vice president of Viacom’ Media Networks, Collen Fahey Rush has also echoed the ComScore-Adobe pact citing that it will lead the industry a step closer to the validation of the value of audiences across screens.