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3 Things We Learned at Adweek Convergent TV Summit

This year’s Adweek Convergent TV Summit East brought together some of the industry’s leading experts in media, brand marketing, data, and adtech to discuss the evolving TV marketplace. Each session provided a critical lens on how advertisers and publishers are approaching the convergence of linear and Connected TV (CTV), from fluidity to audience data to content. Many of the sessions aligned closely with Cadent’s point of view with respect to the needs of the buy and supply side in the shifting landscape. In case you missed it, we collected three key takeaways from the Convergent TV Summit, shared below:  

1. Cross-Screen TV is the New Normal 

The complexity of the TV ecosystem is growing as audiences continue to fragment across screens, devices, and platforms. At the same time, advertisers are faced with the challenge of reaching these increasingly fragmented audiences. So, what does this mean for TV advertising?  

“The future is a cross-screen world. No advertiser buys just one platform,” said Nick Troiano, CEO of Cadent. 

This “new normal” was emphasized by Jon Steinlauf, Chief U.S. Advertising Sales Officer for the recently merged Warner Bros. Discovery. “There are 42 million homes in America that don’t subscribe to cable, that’s really the frontier,” he said. “Really what the advertisers are asking for is get those 42 million homes, extend my reach, because those homes may not watch a ton of set-top box television.” 

As a result, fluidity is playing a critical role in the cross-screen transition. Advertisers can no longer rely on a single channel to reach a complete audience, nor can they use linear-only or CTV-only platforms to build a media plan. Campaigns that take a “fluid” approach require deep insight into both linear and CTV media. 

Cadent’s Jes Santoro, SVP, Advanced TV & Video shared, “We have to look at things collectively, not ‘versus’ right now. …almost 40% of the viewing of TV content is not in that packaged, linear TV model.” 

To achieve the right balance between reach and precision, advertisers will need to find platforms that bridge the gap across linear and CTV buying.  

2. Automation and Audience Data Will be Key to Improving Results 

Today’s advertisers are faced with a myriad of choices for every campaign – how much do I spend on QAM-delivered media compared to IP? How much reach over targeted? How much do I invest during the upfront as opposed to scatter? The only way you can efficiently support that many choices is through automation.  

Nick Troiano said he believes, “The TV world has to focus on automation. There’s a lot of separation between platforms, data vendors, and measurement reporters. I think the next 12 to 18 months will be about automation and it will be driven by the need to bring measurement and performance together.”  

As we enter the upfront season, publishers and partners that can deliver better automation and audience solutions are poised to come out on top.  

3. Multiple Measurement Currencies are Here to Stay  

At this year’s Convergent TV Summit, the topic of measurement was front and center. In fact, Diana Boyles, Vice President of Marketing at Angi may have said it best: “Cross-screen measurement is no longer a ‘nice to have’ – it’s a necessity.”  

Accordingly, multiple currencies will continue to exist for the foreseeable future – not because the industry has not yet evolved to a single standard, but because marketers do not have a single need.  

“Value is in the eye of the beholder. Value means different things to different marketers,” said Dani Benowitz, President, U.S. of MAGNA.  

To best serve advertisers, platforms will need to enable multiple measurement currencies for TV reporting.   

Interested in learning more about Cadent’s cross-screen TV advertising capabilities?  

Cadent Integrates Blockgraph to Enable More Effective Targeting of Addressable TV Audiences For Its Aperture Clients


The agreement enables marketers to more efficiently plan, target, and measure campaigns across the fragmented CTV landscape

NEW YORK, April 27, 2022 — Blockgraph, the technology company making the future of privacy-focused, data-driven TV advertising possible, today announced a new partnership with Cadent, the advanced TV platform company offering data-driven solutions for buying and selling TV advertising. Through the new integration, companies using Cadent Aperture Platform will be able to match and activate TV audiences using aggregated and de-identified data, across addressable households within the footprint of participating distributors, using Blockgraph’s Identity Operating System (IDoS). 

In today’s siloed TV marketplace, advertisers must develop strategies to plan, target, and measure campaigns across fragmented platforms while maintaining coordination and compliance with privacy regulations. Lack of interoperability between formats and devices can hinder scale and efficiency, particularly as brands and marketers seek to aggregate and analyze data from disparate sources. The new partnership between Blockgraph and Cadent simplifies and accelerates processes such as data onboarding, audience building, and media planning, enhancing operational efficiency and delivering improvements to advertising outcomes.

“While there is continued data innovation in convergent TV advertising, the actual processes of planning, deploying, and measuring a TV ad campaign have only become more complex,” said Jason Manningham, CEO of Blockgraph. “Our integration with Cadent will help simplify those processes by making it easier for sellers, buyers, and distributors to more efficiently and accurately reach brands’ target audiences across all forms of TV in the connected home.”

The agreement between the companies will allow users of Cadent Aperture Platform to work with Cadent’s publisher clients to access and plan TV audiences, with a focus on privacy, through Blockgraph’s identity platform.

“Our work at Cadent has been driven by a mission to break down the silos that currently complicate addressable TV advertising,” said Tony Yi, EVP, Business Development at Cadent. “By integrating with Blockgraph’s leading identity connectivity platform, our Aperture Platform customers now have a simpler solution for planning audiences across providers that use Blockgraph’s privacy-first infrastructure. Together, Cadent and Blockgraph provide scale and operational efficiency that has yet to be seen in the addressable TV advertising market.”

About Blockgraph

Blockgraph is a technology company that makes the future of data-driven TV advertising possible. The world’s leading media, technology, and information services companies collaborate with trusted partners using Blockgraph’s Identity Operating System (IDoS) to create and implement privacy-focused targeting and measurement solutions. Blockgraph is owned by Charter Communications Inc., Comcast NBCUniversal, and Paramount. For more information, please visit Blockgraph at www.blockgraph.co.

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

Media Contacts:

SiliconAlleyMedia for Blockgraph
Alexandra Levy
[email protected]

Daddi Brand Communications for Cadent
Bill Daddi
[email protected]