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Adobe Announces Project Primetime Advances, iOS App Support

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Adobe chose The Cable Show, currently underway in Boston, Massachusetts, as the setting to make three significant announcements. First, it's adding a component to Project Primetime for seamless ad integration. Announced in late February of this year, Project Primetime is a platform that lets media companies stream video to a landscape of devices, and includes content protection, ad insertion, and analytics. The new component, Primetime Simulcast, lets media companies replace broadcast ads with ads sold for the online market.

Primetime Simulcast aims to solve two problems for broadcasters: streaming content to online viewers and easily generating revenue from that content. The idea is to reduce costs of streaming with a unified workflow, support a wide variety of formats (such as HDS and HLS, with MPEG DASH coming perhaps next year), and increase viewer engagement with a smooth TV-like experience. With this system, there will be no delay between ads and feature content, just like with a standard TV broadcast. Without that one- or two-second delay, the idea is, there's less of a chance for viewers to go elsewhere.

For more on Primetime Simulcast watch the video embedded below to see a briefing from Ashley Still, director of product management for video solutions at Adobe.

Second, Adobe Media Server (formerly known as Flash Media Server) is being upgraded to version 5 and Adobe Access, Adobe's DRM solution, is upgraded to version 4. Access 4 adds support for native iOS apps and HLS content, while Media Server 5 extends content protection options to iOS apps. Content owners can use embedded licenses or a separate license server for protecting videos. Access 4 is required for separate licenses.

Finally, Adobe is adding new features to Auditude, its video ad management platform. Managing ad campaigns for over-the-top devices should be easier thanks to the integration of AudienceManager (which Adobe acquired last year) which can identify audience segments and serve more relevant ads; a partner management system that lets distribution partners sell inventory without seeing other confidential information; and reporting improvements that increase the speed of ad-hoc reporting.

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