Adobe has unveiled its new TV Media Management (TVMM) platform in Adobe Primetime, enabling media sellers to better align their interests with advertisers in a multiscreen TV environment. While ad inventory was once sold on the basis of programming characteristics alone, media sellers can now leverage viewer preferences and attributes to drive true audience-based targeting and addressability. At the same time, Adobe TVMM offers accurate forecasting and planning through analytics and data management that introduce additional variables like seasonality. If the viewership for a show jumps for instance, this can be factored into the ad spend and the amount of impressions advertisers can expect.
“As viewers are changing the way they consume their favorite TV content across screens, advertisers and media companies must find improved ways to measure, plan and forecast their advertising in order to maximise the value of that content,” said Jeremy Helfand, vice president, Adobe Primetime. “Our TVMM platform capitalises on the rich data in Adobe Marketing Cloud, enabling media companies to deliver great viewing experiences and letting advertisers target granular audience segments.”