LAS VEGAS — The emerging age of targeted TV advertising will mean an end to reaching viewers based on the shows they watch and instead usher in individual viewer profiling.<\/p>\n
“Advertisers (today) are overwhelmingly buying audience \u2026 using content as a proxy for that audience,” according to Adobe Primetime’s principle product evangelist Noah Levine<\/a>.<\/p>\n “That\u2019s worked beautifully over the decades in the television industry.\u00a0But, as television shifts to IP-based distribution, we have an opportunity to create revenue efficiencies and optimize the revenue.<\/p>\n “If you have an advertiser that\u2019s targeting a specific demographic and the programmer has a show that has 70% of that demographic, it actually isn\u2019t necessary anymore to show that same ad to all 100% of that audience.”<\/p>\n After acquiring ad decisioning platform Auditude in 2011, Levine says Adobe has turned the service in to “Adobe Primetime Ad Decisioning<\/a>“, tightly integrating it with Adobe Audience Manager<\/a>, its data management platform.<\/p>\n He was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.<\/p>\n