Adobe Primetime Adds TV Media Management Platform

Adobe Primetime took a major evolutionary step today toward the programmatic- and audience-based future of ads on multi-screen television, with the launch of its new TV Media Management (TVMM) platform.

The new platform allows major TV program suppliers, like national networks or cable providers, to plan and forecast the availability of multi-screen inventory by specific audiences. This is Adobe’s first major step to support forecasting/planning for ads in TV programming, on whatever platform.

In this first release, Director of Product Marketing Campbell Foster told me, the focus is entirely on ads in TV programs that are delivered via Internet Protocol (IP), such as Roku, Apple TV or TV-on-Web sites like National Geographic Online.

He said that the second release, expected within the next year or so, will include addressable linear TV. Currently, addressable TV — where ads can be directed at a specific TV set, toward a specific household’s anonymized profile — constitute only a small percentage of the total TV set population.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Source: MarketingLand