Adobe Launches Audience-Based TV Ad Selling Platform

The problem with traditional TV advertising is evident every time a group of guys see a commercial for tampons or a Mormon catches a beer commercial: Just because a show typically appeals to a certain demographic hardly means only that demographic is watching. And every time someone watches a commercial for a product they’ll never buy, that’s a wasted impression from the advertiser. On Wednesday, Adobe introduced a new product that the company says can accurately target actual audiences and avoid that kind of waste. Leveraging customer data already in the Adobe Marketing Cloud, the company’s suite of integrated online marketing and internet analytics products, Adobe’s new TV Media Management product — which is part of its Adobe Primetime platform — allows media sellers to use viewer preferences and attributes to achieve true audience-based ad targeting.