“Big Data” is a topic that has been hot on the lips of many technologists through 2013. But what is it, and what does it mean for online video?

Adobe principal business development manager Kevin Towes says analytics tools can be worked on data to better serve both ads and more content itself.

“You could say, ‘I want to target people who are in a park’, or ‘people who have a dog’ or ‘people who are interested in fridges’,” Towes says.

In this video, Towes talks about Adobe’s Omniture and Auditude acquisitions are being brought to bear on this. A series of acquisitions has helped Adobe’s Marketing Cloud quite book 38% higher revenue year-on-year at $316 million during its latest Q4, writes AdExchanger.

We spoke with Townes in New York at the TVOT conference.