It also acquired Efficient Frontier, an ad buying and optimization platform, which will be integrated with its web analytics offering.

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Due to the optimization of the platform for entry-level smartphones and the removal of unnecessary middleware layers, mobile operators will have the ability to offer richer experiences at a range of price points including at the low end of the smartphone price range, helping to drive adoption across developing markets.

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By Anthony Chong, head of optimization at Adaptly, a social advertising platform.

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Primetime creates a single, end-to-end workflow that interconnects Adobe streaming technologies, content protection, analytics and optimization with the recently acquired Auditude video advertising platform.

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