Adobe announced a programmatic ad platform for advertisers and media publishers as part of its Adobe Marketing Cloud. On the publisher side, the programmatic offering, now available in beta, will be part of Adobe Primetime, Adobe’s video management and monetization platform for TV networks and pay-TV operators.

Via Adobe Audience Manager, Primetime will enable direct sales using real-time data, forecasting and yield optimization. Adobe said content providers will be linked to multiple ad buyers, though it didn’t specify which demand side providers are currently integrated.

Adobe’s move into programmatic is a natural extension of Primetime, which has included dynamic ad insertion and decisioning for TV networks and pay-TV operators rolling out online access. Primetime has been a key enabler of TV Everywhere authentication and DRM as distribution beyond the living room has become a top industry priority. eMarketer forecasts that programmatic will account for nearly 40% of online video ad spending in 2016.

On the advertiser side, Adobe is enabling self-serve automated ad buying for search, display and social media on ad exchanges and network including Google, Facebook, Rubicon Project, Index Exchange and others. Adobe highlighted full transparency into media costs, ad performance and revenue, and real-time insight into campaign spend/ROI. Adobe also highlighted dynamic creative optimization (DCO) capability for customized ad targeting to granular audience segments based on real-time data.