Time Warner companies team with Adobe to secure content revenues

Share this article:

Turner Broadcasting System, Warner Bros. Entertainment and Home Box Office (HBO) have allied with Adobe Flash Plat­form to more fully monetize their online video and other Web content.

The partnership will allow the three com­panies to better protect their content and understand online video performance and audience measurement, said Jennifer Taylor, director of product management for Flash creation and distribution at Adobe.

“As more sites embrace Flash as a video platform, it opens up an opportunity for engaging advertising experiences... within video content,” Taylor said. “It's a net good for the overall marketing industry.”

The Adobe Flash Platform powers a num­ber of Turner's sites including TheWB.com and WarnerBros.com.

“We're looking for more meaningful ways for advertisers to understand the context of our content so they can better contextualize their ads [on our properties],” said Mike Wise, Turner's group technical advisor of strategic audience solutions.

While HBO.com does not use online advertising, it will use the Adobe platform for its upcoming site relaunch.

Adobe's Flash Media Rights Manage­ment Server is a tool for helping companies protect their digital rights online.

Taylor stressed the importance of con­tent protection being part of entertainment companies' business models.

Wise concurred. “We're in the content business, and we want to profit from our content. The extent that our content is avail­able [elsewhere] isn't good for business,” he said.

Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Is the Next Mobile Already at Hand?

Is the Next Mobile Already at Hand?

Researchers quibble about just how big the Internet of Things is going to be, but a new report says it's going to be huge and that marketers need to pay ...

Sony Brings Data to Outdoor Advertising

Sony Brings Data to Outdoor Advertising

Norwegian moviegoers got front-row seats when Sony took dynamic digital ads off the Web and into theaters.

Ramp Introduces Video Platform for Marketers

Ramp Introduces Video Platform for Marketers

The cloud-based platform syncs with marketing automation and capitalizes on user behavior to extend view times.