April 23, 2008
Panache Ad Delivery Platform For Adobe Media Player
By Ken Liebeskind
The release of the Adobe Media Player (AMP), which was announced April 9, will benefit publishers, who will use it to broadcast video content to viewers. AMP technology also provides publishers with the ability to "deploy a variety of innovative new advertising formats," according to a company statement. Ashley Still, Adobe's senior product manager for AMP, said pre-roll, mid-roll, post-roll and overlay ads can be played.
"Partners like MTV and CBS sell the ad space themselves and we integrate with their ad partners like DoubleClick and PointRoll and pull in different types of ad assets, based on what the publisher wants to do," Still said. The ads are separate from the publisher's content and are served "dynamically when the content owner gives us the url from where the ads will be served and we pull it in dynamically. It's very flexible. The content owner or whoever does the work for them has the ability to specify when the ads will play, how long they play and can make them not skippable."
Not every publisher who uses AMP will know how to use the technology to play video ads, which is where Panache/Encino, Calif. comes in. The company, which provides a video advertising delivery platform, announced that it supports AMP the same day Adobe launched it. The company provides an automated system publishers can operate to manage the advertising on the player.
"Our platform has a universal media acceptor that accepts video ads," Steve Robinson, president of Panache said. "The media acceptor goes in the player with a visual tool to drag and drop ad avails. When the video plays our delivery system delivers a scrip file to the media acceptor, which knows where to put the ads and goes out to DoubleClick or any ad server and gets the ad like a Web page would."
The system enables publishers to create avails and deliver the units to play with their video content. "They can put an expandable ad five seconds into the video and show it for 10 seconds or play another ad 20 seconds into the video," Robinson said.
The technology relieves publishers of the responsibility of programming their own advertising. "When a media buyer comes to a publisher, no one has to reprogram the player. If you're a publisher and want to put ads in AMP you can write complex XML files and program them, put them up on your file servers and test them. You'll have to do this every time you have a media buy. With Panache, you click one button and all the advertising gets delivered to your video player."
Media buyers benefit from the technology, too. "They want to buy across different publishers but everyone has a different player, so getting ad formats into the players requires re engineering," Robinson said. "Any format can be delivered into a video player with Panache technology."
Adobe and Panache are partnering on enabling video advertising at AMP. "Their technology can output the file you need in order to match ads with content in AMP," Still said. "They provide a visual interface so publishers can decide where the ads will play. It's a benefit to us and the ecosystem in that it enables less tech-oriented people to generate ad templates. It's a huge benefit as more video moves online."
"AMP is a great software application," Robinson said. "It's like Tivo, you subscribe to the shows and watch them on your PC. But how do publishers sell overlays, pre-rolls and mid-rolls, how do they create avails in the video stream? We provide a platform to create the avails and deliver the units."
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