Cadent Launches A Next-Gen Addressable TV Platform


“Advanced TV” platform Cadent has formally launched its next-generation platform for advertisers, media planners, and networks. The new Cadent Advanced TV Platform provides “a simplified workflow” that connects national addressable TV demand with Cadent’s inventory partners.

The Cadent Advanced TV Platform provides access to 70 million U.S. addressable households through cable, network, and OTT supply relationships. “By removing the complexity associated with the different technologies and processes of various TV inventory sources, the platform provides a unified, transparent workflow for purchasing addressable advertising on a national basis,” the company says.

“Television, the most powerful storytelling medium, must evolve to satisfy the needs of today’s analytics-savvy advertisers,” Chief Product Officer Eoin Townsend said. “Cadent’s mission is to help the TV ecosystem evolve to this data-driven future, and with this launch, we’ve taken a huge step forward for our advertisers and pay TV partners. We’ve streamlined the complexities of household addressable TV campaigns to help accelerate spend, while helping our partners expand the reach of their unique supply to meet the needs of national buyers.”

With Cadent Advanced TV Platform, advertisers are given the opportunity to plan and optimize against customized marketing goals including sales or brand lift, customer acquisition or reactivation, and competitive conquesting. The platform provides unified reach, frequency, and attribution across its addressable (linear, IP, and VOD) supply. Using the integrated TV data ecosystem, advertisers can build custom target audiences using first-, second-, or third-party data that are anonymously matched to US addressable households.

To date, Cadent has delivered more than 3,000 addressable TV ad campaigns.