I have a confession to make. I’ve been in the digital ad business since 1999 – a long time by internet standards – and my entire perspective on what makes the digital world go round has been advertising. The reality, especially in digital video, is that is wrong.
I didn’t realize the challenges until I became the CEO of Auditude and was hit smack in the face by the many hurdles limiting our customer’s ability to monetize their content – well before an ad is sold, trafficked, or served. In fact, there is a lot of work that goes into creating and serving up the content before you can even think about monetizing it with ads – and if the ad guys like me aren’t working with their content counterparts – the opportunity that online video advertising represents will never come to fruition.
My point is – it’s time for the digital industry to break out of its silos. Media companies and publishers have been forced to piece together best-of-breed point solutions, make their own investments in technology to fill the gaps and/or build the bridges, and then hope their partners work together. This has made it inefficient and difficult for media companies and publishers to maximize the value of content they want to bring online – putting them at a huge disadvantage in a world of disruption.
This is the exact problem Adobe addresses with the announcement of Project Primetime. By seamlessly combining publishing, advertising and analytics into a single platform, many of the inefficiencies mentioned above are addressed. Project Primetime breaks down the silo’ed walls that have existed to help media companies and publishers more efficiently and effectively deliver and monetize their digital content across connected devices.
When I shared this vision with a room full of digital advertising executives yesterday at the IAB Annual Leadership Meeting, there was much agreement with the challenges in bringing more digital content online and there was great positive response to the Project Primetime vision and demo we shared. From an advertising perspective (here I go again with my advertising-centric perspective :)), the benefits include:
- A better viewer experience, which aids content and ad engagement
- More scalable deliver of ads to connected devices
- Combining content and ad analytics to provide revenue-based insights
In less than 4 months since announcing its acquisition of Auditude, Adobe has begun to deliver on an integrated vision it is uniquely positioned to solve; moving swiftly into helping monetize content and delivering a platform that will benefit those companies looking to bring more content online.