Adobe Primetime has added two important features that help content providers better monetize their video ad inventory and improve the user's experience.Primetime now allows content providers to import first, second and third-party audience data into Audience Manager, the company's data management platform. The result is better targeting to specific audience segments.

And second, Primetime has enabled cross-device frequency capping for ads in authenticated content. This means that a viewer who switches from using, say, an Android tablet, to an iPhone, to watch TV Everywhere programming won't be served the same ad (note the capping is still at the household-level for now).

Adobe also announced that Primetime has become part of Adobe Marketing Cloud, which now includes 8 different technology solutions for data-centric marketing.

In addition, Adobe released high-level results from its latest Adobe Digital Index, which underscored the impact of the new iPhone 6 and 6 Plus. Video starts more than doubled year-over-year, with completion rates also increasing. The iPad remained the most popular viewing device, with 29% of all authenticated videos in Q4 '14, followed by the iPhone at 18%. Roku was the most popular connected TV device with 7% share. (More to follow when the full report is released).