In US, Adobe Debuts TV Audience Targeting Platform

Jeremy Helfand

Jeremy Helfand

SAN JOSE, Calif.--(BUSINESS WIRE)--Consumers increasingly watch TV on a variety of devices. As a result, advertisers are now challenged with having to engage specific audiences across different devices and platforms – from traditional broadcast TV to streaming services and TV apps – with more relevant, personalized ads that drive ROI. While broadcast media companies have the reach that appeals to advertisers, they have had challenges effectively planning, measuring and monetizing content across an increasingly fragmented landscape. 

Adobe (Nasdaq:ADBE) announced today 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.

“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 maximize the value of that content,” said Jeremy Helfand [pictured], vice president, Adobe Primetime. “Our TVMM platform capitalizes on the rich data in Adobe Marketing Cloud, enabling media companies to deliver great viewing experiences and letting advertisers target granular audience segments.” More...