Big brands that want 10 million guaranteed impressions aren't able to find them in episodic TV yet. But Adobe and Videology, through new over-the-top video ad sales and the yield management system
Adobe Primetime TV Media Management, hope to address the issue. Broadcasters don’t want planning systems that may undercut their direct sales efforts or that prioritize performance over brand
buys. They want to complement direct sales with multiscreen monetization while ensuring access to higher-quality inventory, said Campbell Foster, director of product marketing for Adobe Primetime,
Adobe’s IP-TV ad delivery and monetization platform, told AdExchanger. So Adobe is integrating more data management capabilities into its TV-planning system, Adobe Primetime. These capabilities
let broadcasters change pricing around OTT and episodic TV inventory, depending on which audience an advertiser wants.
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