Over-the-Top (OTT) Content Delivery System Fueled by Gigya’s Customer Identity Management Platform to Provide Engaging and Personalized TV Viewing Experiences
MOUNTAIN VIEW, CA and LAS VEGAS, NV–(Marketwired – March 22, 2016) – At this year’s Adobe Summit — The Digital Marketing Conference, Gigya, the Leader in Customer Identity Management, announced that it has been chosen by Adobe to facilitate customer authentication and identification for a revolutionary new over-the-top (OTT) streaming offering. Adobe Primetime OTT, enabled by Adobe Marketing Cloud, is designed to help media companies respond to rising consumer demand to watch TV on mobile, desktop and connected TV devices.
Adobe Primetime OTT will enable TV networks and pay-TV providers to grow their audiences with multi-channel campaigns and tailored on-site and in-app TV viewing experiences. To achieve these objectives, Adobe is collaborating with Gigya to provide an identity-driven approach for media companies to engage directly with their viewers across devices by surfacing personalized content recommendations and monetizing premium video experiences based on audience data. Audience impact and measurement will be facilitated by feeding aggregated data into Adobe Marketing Cloud.
The Adobe Primetime team selected Gigya for its industry-leading customer identity and access management (CIAM) functionality. In addition to managing customer authentication for Adobe Primetime OTT, Gigya also has direct integrations with other Adobe Marketing Cloud solutions including Adobe Campaign, Adobe Analytics and Adobe Audience Manager. More information about Gigya’s out-of-the-box integrations with Adobe’s solutions can be found within Gigya’s IDX Marketplace, the first-ever app exchange for Customer Identity Management.
“Understanding audiences is crucial to leveraging the insights generated via TV streaming and delivering memorable viewing experiences,” said Jeremy Helfand, GM of Adobe Primetime. “That is why we viewed it as critical to partner with the leader in this space and integrate Gigya’s industry-defining customer identity functionality into our solution.”
“Managing customer identities, preferences and opt-ins are key to providing personalized OTT viewing experiences across devices, while complying with global privacy regulations,” said Patrick Salyer, Gigya’s CEO. “We’re thrilled to be Adobe’s identity management partner for Adobe Primetime OTT, and look forward to seeing how global media enterprises take advantage of the product to respond to consumer demands for bespoke, optimized OTT viewing experiences.”
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to effectively reach and engage customers and prospects with highly personalized marketing content across devices and digital touch points. Eight tightly integrated solutions offer marketers a complete set of marketing technologies that focus on analytics, web and app experience management, testing and targeting, advertising, audience management, video, social engagement and campaign orchestration. The tie-in with Adobe Creative Cloud makes it easy to quickly activate creative assets across all marketing channels. Thousands of brands worldwide including two-thirds of Fortune 50 companies rely on Adobe Marketing Cloud.
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