April 2016 - At NAB, Adobe was showing their currently release of Adobe Primetime which is the core of the Adobe Marketing Cloud. The platform contains the advertising analytics functions such as campaign management along with content management for OTT applications. Currently the platform is targeted at TV channels, MVPDs (Multichannel Video Program Distributors) and Digital Pure Play providers.
To address their needs for enabling TV Everywhere the Primetime platform has 6 main components. These pieces are: TV SDK which resides on the end point device, Authentication, Ad Insertion, Ad Decisioning, DRM and based on the data collected by these tools, a new Application Identification and Recommendation engine. This was initially developed for the OTT marketplace, and has now been migrated to all the platforms.
Adobe Primetine Video Solution
The recommendation engine is new and helps with the discovery problem for content that is available at the providers. The engine uses two main data sources: (A) the User profile that is created by the data collected in the marketing cloud products based on prior use histories of the users and (B) the content database that comes from the content providers and sources such as Rovi for content descriptions.
For several Adobe partners they are using the new Primetime as an OTT platform. The platform is a cloud based software engine that performs the encode/decode and full playout function to their own TV SDK viewer that eliminates the need for per device transcode of the content. This allows companies that would normally need a hardware based playout solution, to perform the function entirely in an IPTV workflow.
For the endpoint devices, there are Android and iOS SDKs and solutions that have been deployed already under the TV SDK package. An HMTL5 player is being finalized that is the replacement for Flash and uses less CPU, less battery and less memory than the current solution. This new player also supports an instant on feature that optimizes the use of the data caching of the content.
