Adobe has made an announcement at the International Broadcasting Conference, which is taking place in Amsterdam. They confirmed that they are now able to replace broadcast ads that are scheduled on television and other sources with customer focused ads. This is important because it means that when users are watching shows on their tablets, smart-TVs, phones or other devices, it will be possible to deliver much more targeted advertising where it wasn’t previously possible.
Having the ability to target consumers watching television in a similar way that companies target people on the web is quite significant. According to Campbell Foster, the Adobe Primetime Marketing Director, “Nobody else can do live ad replacement, whether or not it’s authenticated, at our scale.”
The technology they use provides them with near-real time (within 10 seconds) information on the user. Whether they are, for example, flipping to another channel or not. The technology also gathers information about watchers from the cable systems people use, as well as third-party data platforms.
This is a significant step in the world of digital marketing. Bringing the ability to target customers watching television shows on their favorite devices is going to make ads on TV services much more effective.