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Cadent Aperture Enables Programmatic Guaranteed Bidding Across Addressable Linear and CTV


Advanced TV advertising leader enhances ad enablement and self-service marketplace

NEW YORK, May 25, 2022 — Cadent, the largest independent platform for advanced TV advertising, announced today a new feature within Cadent Aperture Platform which will enable programmatic guaranteed bidding for addressable TV and connected TV (CTV) across set-top boxes (STB), smart TVs, mobile devices, and desktop applications on inventory distributed by publishers.

This solution improves monetization for publishers by increasing both demand and flexibility, while facilitating the TV ecosystem’s migration from existing, highly manual, and time-consuming direct sales processes toward a self-service marketplace for advertisers. Aperture Platform allows inventory owners to intelligently place addressable ads using historical data. This enables Cadent’s clients to:

  • Maximize yield across both scheduled and addressable ads on same networks
  • Associate audience segments with households via Aperture Viewer Graph for CTV and addressable TV planning
  • Forecast available inventory for programmatic guaranteed OTT/CTV, Video on Demand (VOD), and addressable TV deals to predict future market pressure trends
  • Manage delivery of directly sold addressable TV campaigns against programmatic guaranteed demand

The solution works across all inventory types including programmatic linear TV, as well as On Demand and linear TV via private marketplace.

“Streamlining the process of ad enablement using Cadent Aperture Platform – supported by a user-friendly self-service marketplace – allows both the supply and demand-sides of TV advertising to take advantage of the next generation of solutions within the advanced TV landscape,” said Eoin Townsend, Chief Product Officer, Cadent. “We are constantly looking to evolve our solutions to manage inventory in the most efficient, effective way possible. Aperture continues to unify the needs of ad buyers and publishers in an open, accessible marketplace, now with greater flexibility and sophistication.”

This feature is added to Aperture on the heels of record growth for the platform, which launched in July 2021. Aperture Audience Data Marketplace also continues to gain momentum with 70,000 segments from now over 40 partners.

To learn more, please visit https://cadent.tv/platform/   

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 www.cadent.tv or follow @CadentTV.

7 Must-See Sessions at Programmatic I/O in Las Vegas

It’s hard to believe that Programmatic I/O Las Vegas is just a few days away! This year’s #PROGIO will touch on topics such as CTV trends, privacy, the cookieless future, retail media, and more, featuring speakers from Procter & Gamble, Buzzfeed, Paramount+, TikTok, and Cadent. We are looking forward to participating in conversations around data-driven marketing with leaders from across the industry. The Cadent team will be attending many of the keynotes, panels, and workshops at the conference, so be sure to get in touch if you would like to set up a meeting.  

While we wish we could make it to every deep-dive, breakout, and networking event, there is simply too much happening in just a few short days! Below, we’ve rounded up a list of some of the sessions where you will find members of the Cadent team.  

1. The State of Converged TV Measurement From A Programmer’s Perspective 

When: Tuesday, May 24 – 9:55-10:15 am  
What: Colleen Fahey Rush from Paramount, Lisa Valentino from Disney, and Mark Roblat from Tubi will meet with AdExchanger’s Allison Schiff to discuss how broadcasters are approaching changing consumer viewing behaviors.  

2. Unlocking the Secrets to Successful Data-Driven TV Advertising 

When: Tuesday, May 24 – 2:15-2:40 pm  
What: Marcy Pentoney, VP, Product Management at Cadent will be leading a workshop on how ratings are driving the need for fluidity, the importance of understanding today’s audience strategies, and why now is the time for linear and digital to converge. 

3. What Programmatic TV Buyers Can Learn From the TV OGs 

When: Tuesday, May 24 – 2:45-3:10 pm  
What: Nicole Whitesel, EVP, Advanced TV & Client Success at Publicis Media will share her perspective on the pros and cons of a programmatic approach in TV, what traders can learn from traditional TV buyers, and how to use the right tools to get the job done for your brand’s KPIs. 

4. Lights, Camera, Ad Tech! A Fireside Chat With Paramount+ and Samsung DSP 

When: Wednesday, May 25 – 9:15-9:35 am  
What: Alex Boras and Jackelyn Keller from Samsung Ads and Damon Mercadante from Paramount+ discuss their predictions for where smart TV viewership trends will go. 

5. The Lasting Effects of the Pandemic on TV and Advertising 

When: Wednesday, May 25 – 1:15-1:40 pm 
What: AJ Kintner, VP of Sales at LG Ads will share how advertisers can successfully balance engaging audiences across linear TV and ad-supported streaming.  

6. What Digital Media Can Learn From CTV 

When: Wednesday, May 25 – 1:45-2:10 pm  
What: Mike Richter, VP, Global Ad Revenue Operations, CTV & Digital at Trusted Media Brands will explore how identity, privacy, and tech setups differ across CTV and digital. 

7. Creating The Culture, With TikTok’s Melissa Yang 

When: Wednesday, May 25 – 3:40-4:00 pm  
What: Melissa Yang, Global Head of Ecosystem Partnerships at TikTok will speak with AdExchanger’s Allison Schiff about how TikTok is working to foster a positive environment for creators, advertisers, and users.  

Meet us at the MGM Grand in Las Vegas! 

Meet members of the Cadent team at Programmatic I/O! Jes Santoro, Marcy Pentoney, Tony Yi, and Mari Tangredi will all be at the conference. If you would like to book a meeting, please email [email protected] or send a contact request here.