Adobe Touts "Project Primetime," Solution for Building & Monetizing Online Video Audiences

AMSTERDAM – Earlier this year, Adobe launched Project Primetime, a unified video platform that provides a single solution for Adobe streaming, digital rights management, advertising, audience management and analytics. We interviewed Ashley Still, Director of Video Solutions at Adobe, earlier this month at the IBC show to get an update on the initiative. "In the early days of Internet video, companies really needed technology—technology to publish content and play back content," Still explained. Today, brands are not only looking for this technology, but they are also looking to solve the business problem of how to monetize this content, once the video is in front of the viewer. Project Primetime is an integrated video platform that combines Adobe’s history in video publishing and streaming with analytics that allow users to gather rich data about what people are watching and how they’re engaging with the content. This engagement can then be translated into advertising decisions, optimizing targeting and personalization. Still says, "this really enables our customers not only to build audiences, but to efficiently and effectively monetize that audience." Megan O’Neill

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