"With these capabilities, marketers have the ability to profile which individuals in a household are consuming content on a connected device at any given moment," said Narayen during the company's Q4 earnings call.
Adobe also cited its partnership with Nielsen, which lets it measure audiences across IP-connected devices like gaming consoles and set-top boxes, as a boon for both Marketing Cloud and its video and IP-TV business Primetime. This deal and the partnership with agency holding company Publicis in September were among Adobe's largest strategic partnerships this year.
"In the video space, we announced the availability of Adobe Primetime digital rights management across mobile apps on connected devices and via HTML5 on major web browsers," Narayen said.
Adobe seems to be unifying Marketing Cloud with Primetime. In an interview with AdExchanger on Tuesday, Jeremy Helfand, VP of Adobe's video business, said Adobe is therefore focused on "capturing all this data, including how viewers interact with content, to personalize the experience and [strike] the right balance of content and ads."
Where the digital Marketing Cloud enables marketers to harness data and execute targeted messaging across mobile, web and social, Primetime assists with the dynamic video ad serve.
While Adobe didn't address its rumored interest in offline and online data company Datalogix, it dropped $800 million in an all-cash transaction to acquire Getty Images competitor, stock content marketplace Fotolia. That deal is expected to close in first quarter 2015, and should add $75 million to the Creative Cloud.