Adobe Debuts TV Audience Targeting Platform

Software giant Adobe has launched a new platform, TV Media Management (TVMM), which allows advertisers to use viewer preferences and attributes to drive audience-based targeting. Through TVMM, media sellers can create custom audience packages that take into consideration viewer preferences, programming and the advertiser's existing audience data. For example, it can be used to help brands wanting to target millennial sports enthusiasts, or high-income earners in a specific metropolitan area. In addition, the tool offers forecasting capabilities, which taps in to signals such as seasonal fluctuations in audience viewing.  Jeremy Helfand (pictured), VP, Adobe Primetime, comments: 'As viewers are changing the way they consume their favorite TV content across screens, advertisers and media companies must find improved ways to measure, plan and forecast their advertising in order to maximize the value of that content. Our TVMM platform capitalizes on the rich data in Adobe Marketing Cloud, enabling media companies to deliver great viewing experiences and letting advertisers target granular audience segments'.