It would be the first comprehensive, cross platform system to track eyeballs.
Nielsen and Adobe Systems have collaborated to develop a cross-platform ratings service for digital content, which helps in measuring the viewership of digital content across all Internet-connected platforms such as TVs, smartphones and tablets.
Integrating Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime, the new Nielsen Digital Content Ratings platform will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions.
Adobe digital marketing senior vice president and general manager Brad Rencher said: "Online TV consumption is at an all time high and Adobe and Nielsen are two leaders coming together to standardize audience measurement for digital content.
"Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement.
"Once complete, our partnership with Nielsen will provide analytics tied with ratings — benefitting advertisers, media companies and consumers alike."
With support from certified Adobe Analytics census data, the new platform will be able to measure a range of content including, including online TV, videos, games, audio and text.
The integration would help in implementation of digital ratings and facilitate advertisers in better allocating marketing dollars across platforms, and offer benefits to media firms from insights into the performance of TV and other digital content across screens.
Nielsen global product leadership executive vice president Megan Clarken said: "This alliance is expected to accelerate the adoption of consistent and comprehensive measurement in digital.
"By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences."
The measurement data can also be accessed from the Adobe Marketing Cloud, while users of Adobe Analytics will be able to quickly activate Nielsen’s insights and link their own analytics data and better reach targeted audiences.
Nielsen’s measurement data will also be integrated in Adobe Primetime in a bid to enable broadcasters and pay-TV service providers to measure audiences and viewing patterns across a broad range of devices.