Adobe has converted its Auditude acquisition into a multichannel video content platform called Project Primetime. Enabled by MediaWeaver, the platform allows for the flowing of ads into linear, live and on-demand videos via single-platform distribution. Tied to other Adobe products, audiences can be segmented and targeted such that, for example, "Coke could make sure that a mom watching the Olympics on her tablet would see an ad that’s different from the one shown to a teenager watching on her iPod Touch and also different from the one shown to a twentysomething watching on Xbox," writes Tim Peterson.