Adobe attempts to tap into burgeoning connected TV market with Advertising Cloud TV launch

Adobe has announced the addition of Adobe Advertising Cloud TV to its recently launched Experience Cloud offering, a move which builds upon its $540m purchase of adtech outfit TubeMogul, and one that represents its hopes to tap into the fast-evolving addressable TV advertising market. 
Adobe Advertising Cloud TV enables advertisers to purchase ad inventory – including live linear TV, addressable TV, connected TV, video-on-demand (VoD) and over-the-top (OTT) – using their first p