Adobe recently announced gen­eral avail­abil­ity of a new prod­uct, Adobe Audi­enceRe­search. This announce­ment builds upon Adobe’s Audi­ence Cer­ti­fi­ca­tion Pro­gram to pro­vide con­tent pub­lish­ers with an inde­pen­dent cer­ti­fi­ca­tion of key Site­Cat­a­lyst met­rics. This enables pub­lish­ers to accu­rately rep­re­sent their audi­ences in the ad sell­ing process for ads whether those ads appear on sites, in dig­i­tal mag­a­zine edi­tions, or in mobile applications.

Before today, audi­ence mea­sure­ment ser­vices relied almost exclu­sively on panel-based mea­sure­ment sys­tems that use the behav­ior of a few peo­ple to esti­mate the behav­ior of the entire pop­u­la­tion. The result is that try­ing to guess how big your audi­ence really is often feels like plac­ing a bet at the horse track.

Audi­enceRe­search was built to address these con­cerns and pro­vides the fol­low­ing key ben­e­fits to Adobe Cer­ti­fied Publishers.

Accu­rate

The Sample-method: The esti­mates of audi­ence size are fre­quently much smaller than the actual size you see when you mea­sure the whole pop­u­la­tion. Sam­ples can be use­ful when all you need to do is com­pare the rel­a­tive size of one site to another, but are not as use­ful when you need to know the actual size to fore­cast inven­tory and sell ads.

The Adobe Way: The bet­ter way is to sim­ply mea­sure each and every inter­ac­tion from every indi­vid­ual on the site. Then you fil­ter out the traf­fic you know is invalid based on known rules, and what’s left is your real, address­able audience.

Com­pre­hen­sive

The Sample-method: Accu­racy ques­tions aside, if your audi­ence is below a cer­tain size thresh­old, no esti­mate is avail­able at all because the panel mem­bers sim­ply don’t gen­er­ate sta­tis­ti­cally sig­nif­i­cant lev­els of activ­ity. In addi­tion, sample-based meth­ods are typ­i­cally skewed towards US res­i­dents with less rep­re­sen­ta­tion from other geo­graphic areas. Lastly, behav­ior from, sample-based meth­ods rely on installed soft­ware and strug­gle to pick up at work activ­ity where the col­lec­tion soft­ware is not installed.

The Adobe Way: With tried and tested solu­tions for mea­sur­ing inter­ac­tions on all kinds of sites and on every major plat­form, Adobe can col­lect census-based infor­ma­tion no mat­ter where your audi­ence chooses to con­sume your con­tent. And when you col­lect each and every inter­ac­tion, there is no min­i­mum thresh­old for audi­ence size.

Adobe can tell you how many peo­ple are in your audi­ence, no mat­ter how many there are, no mat­ter where they live, or no mat­ter where they are.

Con­sis­tent

The Sample-method: The actions of the few are used to pre­dict the behav­ior of the many, and the actions of the few are quite var­ied. This means that an esti­mate of audi­ence size has a con­fi­dence level that varies from prop­erty to property.

The Adobe Way: By hav­ing each Adobe Cer­ti­fied Pub­lisher com­ply with some basic imple­men­ta­tion stan­dards, every inter­ac­tion from every audi­ence mem­ber is col­lected, processed, stored, and reported the same way. Every time.

Trans­par­ent

The Sample-method: As we’ve talked to pub­lish­ers, we fre­quently hear con­cerns about the “black-box” nature of how panel data is turned into audi­ence esti­mates. It’s hard to have con­fi­dence in a num­ber with­out an under­stand­ing of how that num­ber was derived.

The Adobe Way: Ear­lier this year, Adobe achieved accred­i­ta­tion with the Media Rat­ing Coun­cil (MRC). This means that every year an inde­pen­dent audit­ing firm comes in to exam­ine every­thing involved in the col­lec­tion, pro­cess­ing, stor­age, and report­ing of Cer­ti­fied Audi­ence Data to ensure valid­ity, reli­a­bil­ity, and effec­tive­ness. Audits are con­ducted in accor­dance with stan­dards from the MRC and the Inter­ac­tive Adver­tis­ing Bureau (IAB).

Adobe’s ver­i­fied com­pli­ance with indus­try stan­dards means that every­one can get com­fort­able with the processes and pro­ce­dures that Adobe uses to pro­duce the Cer­ti­fied Met­rics. There is no guess­work about where the num­bers came from, because a new report in Site­Cat­a­lyst will account for every audi­ence inter­ac­tion page by page and tell you which ones were valid and which ones were not. If they are not valid, we’ll tell you why.

At Adobe, we also under­stand that your data belongs to you, and for that rea­son, use of Audi­enceRe­search is entirely opt-in for customers.

Real-time

The Sample-method: In order to reach sta­tis­ti­cal sig­nif­i­cance, panel-based meth­ods com­bine data for an entire month before releas­ing their data. This results in audi­ence data not being avail­able until half-way into the next month.

The Adobe Way: Adobe has always oper­ated in real-time. Cleans­ing and val­i­da­tion of Adobe Cer­ti­fied Audi­ences is done in real time and is avail­able within Site­Cat­a­lyst in moments.Metrics in Audi­enceRe­search are updated once daily when the day’s pro­cess­ing is com­plete, so that you can get the data you need when you need it.

3 comments
Simon Jones
Simon Jones

In this day and age of cloud computing, user data and surfing behavior has become more easily accessible and hence researching on your audience might be a very profitable investment to make if it allows you to fine tune your site for more conversions.

aakash tablet
aakash tablet

Adobe is continously providing good products, i had used CS3, CS4, CS5 and also many web solution provided by Adobe and i had find all of them to be quite satisfactory, great work Adobe.

Thailand Flights
Thailand Flights

I am regular user of Ad-word paid programmed (PPC), there are different type method to represent audience, but I have read your whole post, and find best things, your add represent their audiences in the ad selling process for ads whether those ads appear on sites, in digital magazine editions, or in mobile applications in all three formats. Its good as usual how to measure eastimates of audience size in well define method, but sample method is rely on installed software which is very good to work at individual side when it will be require.So I like this new audience research with new compliment "Adobe can tell you how many people are in your audience, no matter how many there are, no matter where they live, or no matter where they are" Further I give point to this tool as adobe get accreditation with the Media Rating Council (MRC), which is much reason of liked for this new feature to me.