TV ad buyers have state-of-the-art toolboxes, assisting them in negotiating deals for cross-platform audience-based media buys. Adobe argues that on the flipside, the tools used by media sellers are rusty — and that Adobe can help.
The company has introduced a TV Media Management platform for audience-based planning, forecasting, and yield management in digital, non-linear TV systems such as Roku, Apple TV and gaming consoles.
“You need a tool that can factor all those dimensions in,” said Jonathan Tabak, group product manager at Primetime at Adobe.
