Adobe Systems Inc. has added new tools to insert advertisements into online video content.
new tools are part of Project Primetime, Adobe's service for
distributing video on computers, smartphones and other
Internet-connected devices. A new ad-insertion tool called MediaWeaver
"mirrors broadcast TV" in the way it inserts ads into programming, Adobe
For broadcasters and other content providers,
that's an improvement from the way a lot of online ads work now -
concentrated at the start of the programming, or repeated over and over.
MediaWeaver can get the latest ads inserted into video, whether it's
live, recorded or played back on demand.
Adobe said the service
lets content providers target and track their audience, too, depending
on what information they already have on them.
called Primetime Media Player, helps content providers offer a "more
robust viewing experience on desktops and mobile devices within apps,"
the company said in a blog post. To do this, it lets devices load videos
faster, offers closed-captioning and works with Adobe's SiteCatalyst
advertising and marketing analytics service to analyze customers'