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The Convergence | On Media & Technology | April 19, 2014

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Adobe adds analytics, cloud DRM to its Primetime video platform

Adobe adds analytics, cloud DRM to its Primetime video platform

| On 25, Sep 2013

There are few themes proving to be as resilient over the past year or so when talking about delivering video as the ability to collect data and generate analytics about consumption of the video stream.

And, nearly everyone who helps deliver that stream, from CDNs to set-top box makers — and beyond — are trying to maximize a piece of that new gold mine.

Adobe became the latest to throw its hat in the ring, this week announcing new analytics capabilities for its Adobe Primetime platform. Adobe said the new analytics product, Adobe Analytics Essentials for Video, will help content owners by giving them access to a broad set of data to better understand their digital audience, including viewer engagement with both content and ads.

Adobe’s analytics platform includes what has pretty much become table stakes in the space, time spent viewing content, along with start, completion and abandonment rates. It’s also including metrics for video content and ads allow users to compare viewer engagement across platforms and devices to enable accurate benchmarking.

What’s uique in the offering, however, is Abobe Primetime’s integration of a real-time quality of service (QoS) monitoring service that’s integrated with Adobe Analytics, using diagnostics to try and better understand the quality of the viewer experience, and to optimize content experiences and ad loads. Primetime QoS monitoring provides a unified set of data across audiences, quality of streams, and other site and app engagement.

Adobe said the new video analytics will integrate with existing infrastructures, can access metadata from third-party solutions, and is being offered with a flat, per-stream pricing model for video content including video ads.

Adobe also announced a new cloud DRM service that’s designed to simplify the deployment of content protected videos across devices. Adobe Primetime DRM, the company noted, already s being used by companies including AT&T, DirectTV, Fox, Scripps Networks, Turner Broadcasting System, Inc., Walt Disney Pictures, Hulu, HBO Go and Comcast.

The cloud-based version will help content owners and distributors bring more premium content to more devices efficiently. Available as a hosted web service in the cloud, the DRM manager handles compliance and robustness, management and scalability, and ensures that new features can be added easily without the need to update software on an on-premises server.

Adobe Primetime — which was launched about five months ago — integrates Adobe’s video publishing, player, DRM, advertising and analytics solutions. Like many other platforms recently, Adobe’s solutions can be deployed individually or as an end-to-end solution.

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