DPS Delivers Standardized Metrics to Magazine Publishers

Adobe is excited to announce that four standard audience metrics—as defined by the magazine industry—are now available directly from within Digital Publishing Suite.

Adobe has been actively participating in the DESI project—the Digital Editions Standardization Initiative—led by the MPA (the Association of Magazine Media) and supported by a task force made up of leading publishers, the American Association of Advertising Agencies (4As) and other technology providers. This group has come together with the common goal of creating accurate and consistent industry-wide benchmarking of digital editions for publishers and the advertising community. These metrics will allow publishers to establish even greater value inherent to their digital content and major brands to factor digital editions into their advertising strategies with accelerated confidence.

The first challenge the task force faced was determining definitions for and a common way of calculating the initial set of recommended metrics established by the MPA last year. The result–mission accomplished.

Now, four new metrics, sanctioned by the DESI task force and certified by AAM (Alliance for Audited Media), have been added to an already rich set of analytics data included in DPS Professional and Enterprise editions.

Publishers now have access to:

  • Total number of tablet readers per issue
  • Total number of sessions per issue
  • Average amount of time spent per reader per issue
  • Average number of sessions per reader per issue

Publishers have the option to provide these audience metrics to AAM and give visibility to agencies and advertisers.

To further support DESI, Adobe has created a methodology document that explains how the metrics in DPS are being calculated and presented. It will help publishers—big and small—navigate the standard audience reports within DPS and provide insights to other digital publishing platform providers who would like to integrate these metrics into their platform. Read it now.

Adobe’s customers are excited about this advancement.

“Adobe’s announcement marks a welcome first step towards an industry standard for measuring digital magazine issues,” said Rory O’Flynn, executive director of digital research at Time Inc. “It’s critical for the industry to speak about consumer behavior in a common language, so we can have more constructive conversations about the value of our digital content.”

The DESI project is still going strong and Adobe is looking forward to providing additional standardized audience and engagement metrics for the publishing industry in the future. The MPA’s Ethan Grey, SVP of Digital Strategy and Initiatives, talks about next steps for the task force:

“We are continuing the task force process. One of the things that has been fruitful is that all industries are represented–the agencies and brands, all major publishers, and tech providers. The task force serves the purpose of prioritizing and surfacing what is coming up day-to-day and the feedback flows directly into this task force. We’ll continue to determine what the ‘biggest bang’ things are that we can deliver on.”

Learn more about the standardized audience metrics in DPS.

 

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