At the 2014 NAB Show, Adobe (NASDAQ:ADBE) announced a new release of its Primetime TV delivery and monetization platform. Primetime 2.0 includes a cloud ad insertion service to insert ads into live, linear and on-demand content across any device.

The company also unveiled Concurrency Monitoring as an extension to the Primetime PayTV Pass service, designed to manage the number of streams accessed across each device, as well as demonstrations of MPEG-DASH and 4K/UltraHD. Other new capabilities include support for XBox 360 and Roku.