Commentary

Adobe's Primetime Lets OTT Get A Little Personal

At its growing annual show and tell Summit, now in progress in Las Vegas, Adobe announced its new Adobe Primetime will allow programmers and advertisers to take giant leaps improving the personalization of OTT offerings. 

Its cloud based analytics will create precise recommendations that can direct viewers and advertisers to targeted content, using what it claims are more than 200 billion “online video consumption points.”

The end-to-end solution seems to do one big thing most of all: Identify and match up content with likely users, of obvious use to advertisers therein. It’s the big next step of streaming video as consumers land at OTT areas and can be directed to what’s there. 

In a way, discovery is the next big discovery. If streaming media is a matter of "build it and they will come," then Primetime adds a cloud-housed silent final piece--"once they are led to it."

Adobe Primetime  offers “deep contextual insights, such as how much and what content a viewer has watched, yield compelling personalized TV recommendations,” and through Adobe Campaign, it can also rev up email notifications.

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Adobe execs visited New York last week to brief reporters on a packet of new Adobe initiatives including a new deal with comScore to provide analytic info there; Adobe made a similar agreement with Nielsen last year giving it a role as both of those firms angle for some so far unachieved agreed-upon  unifying measurement that tells content providers and advertisers who is watching what and where, when and how.

The Primetime package, as touted by Adobe at least, is marketed as a way for media companies to address the cord-cutting crowd by improving the TV experience via data-driven targeting that lets programmers support subscriptions, transactions and advertising, on connected TVs, desktops and mobile devices.

What exactly that leads to seems less a question for Adobe than for those content providers. But it seems Adobe Primetime and a suite of other Adobe products make it easier to create new narrowly defined OTT places to reach consumers, where ever they are. That could create a kind of computed intuition that could be startlingly accurate.
 
pj@mediapost.com
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