Adobe is bound to be a disruptor in the ad-tech space, regardless of whether it formally enters the arena, according to this interview with Bill Ingram, vice president of Adobe Analytics and Adobe Social. An ad network or ad exchange per se is "not in the cards," he said. "Ad networks are about advertising arbitrage. That business is falling down. We're really about digitizing the word. Helping advertisers get their stuff on the Web." Adobe wants "to own the market for video tech. We can host delivery of video. We can do dynamic delivery, packaging, serving. We can help content companies better monetize it," Ingram says.