There’s a reason Adobe Primetime is used by so many in the industry, including Comcast, Time Warner Cable and Turner Broadcasting. It offers a one-stop authentication and one ad system provides full control over monetization with dynamic ad insertion, targeting and inventory rights management. What helps to set Adobe apart is its continued innovation. In the past year, it added capabilities including cloud ad insertion and currency monitoring. It’s also working with Nielsen to deliver a comprehensive cross-platform system for measurement. Also new in 2015 was integration with Adobe Marketing Cloud, allowing marketers to import audience data (be it first, second or third party data) into the Adobe data management platform and execute ad campaign targeting specific audiences.