thePlatform teams with Adobe to integrate Primetime, mpx video management

LAS VEGAS--Comcast (NASDAQ: CMCSA) independent subsidiary thePlatform is teaming with Adobe to integrate its video management system with Adobe Primetime. The companies will jointly sell the combined product to clients.

The conjunction of the two companies is not too surprising. thePlatform recently provided its white-label video management services to NBC Sports for its live stream of the 2014 Sochi Winter Olympics, working in concert with Adobe Primetime, which supported authentication and playback of NBC's Live Extra streaming app. They've also worked together on past projects.

"Behind the scenes, our two companies are often at the table together for the biggest initiatives in online video. Today's announcement strengthens that alignment," said Ian Blaine, thePlatform CEO, in a joint release. "We expect great things from this deep product integration and joint-selling relationship."

In addition to thePlatform's mpx video management services, such as ingest, video publishing, custom playback and metadata, Adobe Primetime's part in the collaboration will include ad insertion and ad decisioning as well as viewer analytics.

Adobe is building on that ad insertion technology with the release of Primetime 2.0, a completely cloud-based ad insertion service. The company said in a release that Primetime 2.0 enables ad insertion in linear, live and on-demand content "across any platform." The new service also offers Concurrency Monitoring--an extension of its PayTV Pass. Pay-TV operators using the monitoring service can, for example, limit the number of streams accessed by subscribers on any device.

"Today, it's impossible to know if, for example, one account is powering 500 streams," Ashley Still, manager, Adobe Systems, told FierceOnlineVideo. Using Concurrency Monitoring with PayTV Pass, an operator can limit a subscriber's streams, or offer a different business model to the subscriber, such as paying a slightly higher subscription price to have more video streams available to more devices. "We want to give the [customer] ways to think differently about their business models," Still said.

For more:
- see the release
- and this Primetime 2.0 release

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