Barry Levine says, “Online video/TV’s evolution into a mature advertising channel continues, with this week’s announcements that Adobe can now dynamically insert ads into live video, and can measure any video stream down to the nearest ten seconds.

The announcements were made at the International Broadcasting Conference (IBC), now taking place in Amsterdam.

Adobe Primetime, the company’s tool to support multiscreen TV, can now replace a broadcast ad with a dynamically targeted ad in a single live video stream. This is focused on the type of online video Adobe calls TV Everywhere, which is Net-delivered video that requires a cable subscription logon, such as Xfinity programming delivered online. (Adobe describes Over-the-Top or OTT TV as online TV that doesn’t need a cable logon.)

Before, Adobe Primetime Marketing Director Campbell Foster told me, his company didn’t offer this kind of ad insertion for live broadcasts, which was employed during a pilot phase during the recent Olympics“.

Adobe adds live video ad insertion and tighter video stream measurement

Marketing Land

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