Adobe and comScore have announced a major new partnership this morning for improved cross-screen measurement, a thorny issue for all content providers and advertisers in an increasingly fragmented viewing landscape.

As part of the deal, comScore is integrating into its Cross Media, Audience and Advertising product suites,  Adobe’s Certified Metrics, which is standardized digital census data powered by Adobe Analytics. Adobe Certified Metrics will supplement comScore’s existing cross-platform audience data and recently acquired census TV data via Rentrak. The key benefit is improved insight into viewing on connected and mobile devices.

In addition, Adobe Marketing Cloud will also  incorporate comScore’s TV and digital audience segments. The comScore data will provide Adobe customers improved audience segments for targeted marketing campaigns for video, email, display and search advertising.

The partnership enhances both companies’ roles as key providers of data solutions for content providers and advertisers. For Adobe, the comScore partnership comes a year and a half after a similar accord was reached with Nielsen. Adobe has also played a critical role in both powering and measuring the migration of TV viewing to connected and mobile devices via TV Everywhere. Meanwhile, comScore just announced its first multi-platform measurement deal, with Viacom’s Vantage.

All of these deals and partnerships are part of a vast reshaping of the infrastructure required to efficiently deliver high-value ads and content in a highly fragmented viewing world where ad-free SVOD options like Netflix and Amazon continue to pressure the traditional TV ecosystem. The winners will leverage insights gained from merging multiple data sets from different sources covering different viewing use cases.

Note: Learn more about the partnership at the NABShow Online Video Conference on April 18th and 19th, where Adobe Primetime’s VP Jeremy Helfand will be participating. Get $100 off registration by using this link.