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Adobe Project Primetime Combines Publishing, Ads, Analytics

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Choosing the Mobile World Congress in Barcelona, Spain, for its backdrop, Adobe announced a major online video offering today -- codenamed Project Primetime, it aims to make streaming video to a landscape of devices and platforms a simple operation, and it combines ad insertion, content protection, and analytics.

To make this happen, Adobe is joining its skills with those of recently acquired Auditude, a video advertising platform it gained in November, 2011. While Adobe didn't disclose the purchase price, video blogs suggest that it paid around $100 million for Auditude.

Project Primetime offers broadcasters a single workflow that includes Adobe's streaming technologies and lets them dynamically insert ads into live, on-demand, or linear video, which can then be streamed to any platform, including Apple iOS, Google Android, desktop computers, and connected TVs.

Broadcasters won't get all of Project Primetime all at once, but starting today they can use Project Highlights, which joins an online video clipping tool with Auditude's ad platform. The result is that broadcasters can create clips from live events that are still going on, combine then with ads, and gain revenue from their content while it's fresh. Project Highlights works with the Apple iPad today; Adobe will include support for other platforms later in the year.

"Adobe's new video technology platform is transforming the way video content and ads are being served and consumed," says David Wadhwani, senior vice president of digital media business at Adobe. "Project Primetime gives media companies one solution to deliver and monetize their content seamlessly across tablets, mobile phones, TVs, and PCs, while delivering better consumer experiences over IP."

The full features of Project Primetime will be rolled out throughout 2012. Primetime will include Auditude, the Adobe Digital Marketing Suite, Adobe Access, Adobe's streaming technologies, Adobe Pass, and Primetime Highlights. Adobe says the video ad market will be worth $200 billion by 2014. The announcement of Project Primetime should be cheered by Adobe supporters, who wanted the company to get past the stumbling block of Flash Player on mobile devices, and focus on creating new tools for streaming video. With Primetime, which lets publishers stream, protect, monetize, and get analytics for video across a range of devices, Adobe shows that it understands the role it needs to play in online video.

Adobe Access 4 will add support for native iOS apps in the spring of 2012, says Adobe. The new HLS support adds to Access's existing RTMP and HDS support. Additionally, Adobe's streaming technologies will support MPEG DASH.

Adobe is also announcing that Auditude has been accredited by the Media Rating Council (MRC). This means customers can be assured ad impression stats created by Auditude are in line with the MRC's industry guidelines. The long and thorough accreditation process looked at the platform and how data is collected.

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