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Cadent Celebrates Women in Science Day

In celebration of Women in Science Day, Cadent is highlighting two data scientists who are helping to transform the business of TV.

Meet Katy Fallows, Sr. Data Scientist, and Derya Meral, Data Scientist.

Katy Fallows, Sr. Data Scientist, Cadent
Derya Meral, Data Scientist, Cadent

Both women are leading innovation in Advanced TV Advertising through Machine Learning and AI. They collaborate with various lines of business and engineering to solve complex business challenges and innovate around data driven-decision making.

Katy joined Cadent in 2017 and has been a key part of Cadent’s growth. She has made significant impact to the organization. Katy leverages her background in Astronomy to bring with her experience defining and solving difficult problems. She earned her master’s degree in Astronomy at Boston University where she studied the ionosphere of Mars.

Her team members would describe her as extremely intelligent, witty, insightful, detail oriented and fun to work with!

Outside of work,  Katy enjoys hiking or exploring the city with friends, making jewelry, and drinking too much tea.

Mike Richman, Data Scientist, said, “Katy has been a fantastic mentor since I joined this team as the junior member. We can always count on her leadership – both direct and by example – to guide us towards solutions that are technically sound, well documented, and ultimately valuable for the business.”

Derya recently celebrated her one year anniversary at Cadent and has been an integral part of the core Data Science team. Being a Physicist, she brings a unique thought process and approach to solving some of the toughest problems in the industry. She received her PhD in Physics from Drexel University for her dissertation on molecular dynamics studies of disordered proteins.

Derya’s team members describe her as intelligent, hard-working, thorough, and encouraging.

Outside of work you can find her volunteering for Tech Girls, a non-profit that inspires Middle School girls to explore the possibilities of technology, or sipping on a cup of Turkish coffee. These days, however, Derya is attempting to join Katy in her tea drinking habits.

Mike Richman said that Derya is a great team player and excels at getting projects un-stuck, whether that means offering her insights to others, asking the right questions, or picking up a work-in-progress and taking it forward.

Fun fact: Katy and Derya both led one of the winning teams, Gradient Dissent, for our 2021 internal hackathon.

Learn more about life at Cadent and see available roles on our Careers page.

Cadent Announces Expansion of TV Identity Graph Partnership with Premion

NEW YORKFeb. 2, 2021 /PRNewswire/ — Cadent, the advanced TV platform company, announced today an expansion of its long-standing agreement with Premion, an industry-leading premium CTV/OTT advertising platform for regional and local advertisers. Under the terms of the new agreement, Cadent Viewer Graph, Cadent’s proprietary and cookieless matching technology, will unify audiences across Premion’s inventory of branded networks and providers so that advertisers can activate cross-screen campaigns against custom segments.

Identity graph technology is only as good as its accuracy – including its match rates, scale, data quality and resolution. Cadent Viewer Graph uses patented technology, as well as a combination of first- and third-party data, to connect multiple TV devices back to viewing households, enabling TV advertisers to deduplicate and map any audience segment to television with minimal drop-off and maximum reach, as well as industry-leading resolution and match rates.

Cadent Advanced TV Platform will provide Premion with a complete suite of audience solutions and tools, including first-party data onboarding, audience building, insights, analytics, reporting, and campaign deployment. Advertiser CRM files will be securely onboarded for direct matching with all the consumer TV devices within Cadent Viewer Graph’s 104 million household graph, allowing Premion to activate an advertiser’s first-party data and create unique datasets for targeting and lookalike modeling.

Premion will leverage Cadent’s proprietary, location-based, syndicated audience data as its primary dataset for targeting purposes. In addition, Premion will have access to other third-party behavioral datasets from leading data partners within Cadent’s Data Marketplace to help advertisers build a fully comprehensive view of their audiences. Once these highly accurate audiences are created, Premion advertisers can leverage Cadent platform’s deployment tools to seamlessly activate an audience across multiple publishers. Premion will gain powerful TV insights that let advertisers drill down into audience composition by behavioral attributes including demo, geo, age and gender. Post campaign, analytics and reporting tools will offer deeper insights for Premion’s advertiser customers on what worked, what didn’t work and why.

“True audience-based targeting tied to real-world business outcomes is critical for marketers today,” said Tom Cox, President, Premion. “Our agreement with Cadent allows us to better understand the value of our audiences so that we can provide best-in-class solutions to advertisers.”

“For years, Cadent and Premion have partnered to bring incredible, innovative OTT solutions to market,” said Tim Jenkins, EVP, Head of Audience & Identity Solutions, Cadent. “Through this new agreement, we can enable Premion’s advertisers to unlock even greater value from their OTT campaigns by helping them unify disparate media audiences and get a more complete picture of how to best reach their target households.”

About Premion

Launched in 2016 by TEGNA Inc. (NYSE: TGNA), Premion is an industry-leading premium CTV/OTT advertising platform for regional and local advertisers. Gray Television Inc. acquired a minority stake in Premion in 2020. With directly-sourced inventory from 125+ premium publishers, Premion delivers transparency and brand safety, making it easy for advertisers to target and reach engaged audiences at scale. For more information, visit www.premion.com.

About Cadent

Cadent powers the evolution of TV brand advertising. Cadent provides marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with national TV audiences across cable, broadcast and OTT, Cadent’s technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit http://www.cadent.tv or follow @CadentTV.

Download the PDF: Cadent Announces Expansion of TV Identity Graph Partnership with Premion