Project PrimeTime, Adobe’s sell-side video offering, will officially go live at the end of March. Primetime was announced last February and over the last year Adobe has been integrating and testing the various component technologies. Project Primetime is a relatively unique proposition in that it isn’t just confined to ad tech, but also integrates things like content streaming, viewer authentication and digital rights management (DRM). Mobile video is also on the way, with the Android Primetime player due to be integrated at the end of Q1.
In an interview with VAN, Steve Allison, Senior Technical Evangelist at Adobe, said, “Primetime brings together the delivery of online video together with a broadcast-like workflow, which also integrates things like monetisation and analytics. It allows users to take a broadcast approach to online video and seamlessly insert adverts into video streams, whether they’re pre-rolls, mid-rolls or overlays, and to be able to appropriately target ads to the users. We think it really makes monetisation a lot simpler, while also being a lot more effective.
“We’ve brought our video ad technology, Auditude, into the fold and integrated it so people can do some very clever ad decisioning based on the information that comes from the Omniture side of the business. So technologies like SiteCatalyst can look at things like user journeys for example, which provides a lot of rich, real-time information, which we can then then make ad decisions on. So that gives us a relevant context on what a person is doing at that point in time, for when that ad decision gets made,” he added.
Adobe have also integrated Audience Manager, the former Demdex technology, as Allison explained, “This provides us with a kind of behavioural real-time audience segmentation and provides a more holistic view of the customer. This is all about relevancy — serving the right ads to the right person, from the right device — in a way that fits the way in which the person is consuming video on the device. So on some devices it’s a ‘sit back and enjoy’ experience, and on others it’s more of a lean-forward, more interactive experience where they might want to touch the screen. We’re able to deliver ads that are appropriate to whatever we think going on on that device.”
As Adobe’s main focus is on the broadcast/premium end of the market, live and linear streaming also feature heavily alongside VOD. “We’ve streamed major sporting events such as the Major League Baseball in the US and the Olympics, and in many respects the same principles apply that you have with a VOD stream. However, with a linear stream you typically have more time with people than you would usually have with a short-term clip, so you may have to adjust your strategy slightly. But for the most part the technology that delivers those ads is pretty much the same.”
One of the things broadcasters used to complain about was the costs associated with delivering content online, but Allison says that that notion is now an out-dated idea. “When the BBC did the Olympics last year, they went with HTTP because it was the best way of scaling for that kind of event. Yes, it does have a slight latency, but the scalability of it and the ability for it to be cached on completely ordinary web servers, means that it isn’t quite as expensive as true streaming used to be. So now people are starting to make the transition away from a true stream towards HTTP streaming because it fits in with existing web architecture.”