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Adobe has announced the TV Media Management (TVMM) platform in Adobe Primetime, enabling media sellers to better align their interests with advertisers in a multiscreen TV environment.

While ad inventory was once sold on the basis of programming characteristics alone, media sellers can now leverage viewer preferences and attributes to drive targeting and addressability. At the same time, Adobe TVMM offers forecasting and planning through analytics and data management, which introduce additional variables like seasonality. If the viewership for a show jumps, this can be factored into the ad spend and the amount of impressions advertisers can expect.

“As viewers are changing the way they consume their favourite TV content across screens, advertisers and media companies must find improved ways to measure, plan and forecast their advertising in order to maximise the value of that content,” said Jeremy Helfand, vice president, Adobe Primetime. “Our TVMM platform capitalises on the rich data in Adobe Marketing Cloud, enabling media companies to deliver great viewing experiences and letting advertisers target granular audience segments.”

Media sellers can create custom audience packages that take into consideration viewer preferences, programming characteristics and the advertisers’ existing audience data. If a brand wants to target millennial sports enthusiasts or high-income earners in a specific metropolitan area, they can plan and execute it easily. Advertisers will see increased ROI, while media companies are able to charge higher rates to micro target audiences.

When it comes to the forecasting engine, Adobe’s pulls in signals such as seasonal fluctuations in viewership and programming schedules. Media sellers can accurately forecast inventory against specific audience criteria and confidently deliver on commitments to advertisers and agencies. At the same time, Adobe TVMM requires no change to existing ad tech infrastructure such as data collection and storage systems.

Also, one of the big challenges facing media sellers are delivery guarantees. Advertisers want to ensure that their campaigns are delivered to agreed-upon audiences and rely on audience measurement data provided by third-party media currency providers such as Nielsen and comScore. The audiences defined by these third parties are often not the same as the ones defined by media companies, leading to guesswork and poor delivery rates. Adobe TVMM addresses this issue by enabling audience targeting that aligns closer with the media currency providers, significantly improving on-target delivery across platforms and limiting media waste.