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.