Adobe and Nielsen have teamed up in a strategic alliance that they say will deliver the industry’s first comprehensive, cross-platform system for measuring online TV, video and other digital content across the Web and apps. Advertisers and content companies will also be able to look at viewership across TV screens and a variety of digital devices.

The collaboration will integrate Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime (online TV delivery platform). Both companies will jointly market Nielsen’s Digital Content Ratings, Powered by Adobe, which is to deliver analytics and “currency grade” content metrics that enable smarter buying and selling decisions. The new partners say customers will have comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.

Media companies and advertisers will be able to use the new Nielsen Digital Content Ratings, Powered by Adobe, starting in 2015. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications and Viacom are onboard for the rollout. Other major content companies, advertisers and agencies are expected to join as well.

Nielsen’s new Digital Content Ratings will be supported by certified Adobe Analytics census data. The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The partners say the technology integration is expected to accelerate the adoption of a digital ratings currency. Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay-TV service providers the ability to quickly measure audiences and viewing behaviors across a broad set of devices.