A New Era for Omnichannel Audiences

Today marks a pivotal moment for Cadent as we announced the close of the transaction to acquire AdTheorent, creating one of the largest independent advertising platforms in the industry 

Our strategy has always been to enable buyers and sellers of advertising to connect with strategic audiences wherever they engage. Since 2018, we have built and acquired the components of a true end-to-end technology stack that connects to omnichannel audiences and drives exceptional performance across the entire sales funnel. With the addition of AdTheorent, that vision is close to reality. 

I have spoken with many customers since we announced this transaction in April, and it’s apparent that there is a distinct need in market for a scaled, independent platform that delivers omnichannel audiences in a transparent and performance-driven manner. We believe Cadent + AdTheorent can fit that need, and I’d like to explain why.  

Why Now for Cadent + AdTheorent? 

First, advertisers require performance across the entire sales funnel – from efficient brand reach to driving sales – and they need proof of performance that their ad spend is working as hard as it possibly can.   

Both Cadent and AdTheorent have separately been leaders in driving performance, and as we come together, our shared accountability to deliver results across the sales funnel will differentiate us, powered by machine learning, higher data fidelity, and premium access to omnichannel audiences. Our platform and services teams will help our customers dynamically adapt, optimize, and orchestrate their campaigns across any inventory, data, or measurement source. 

Second, privacy and data protection are fundamental underpinnings of the advertising marketplace. Those platforms that build privacy into the core of every product offering, and who can tailor compliance for vertical markets or geography, will become trusted, foundational pillars of future advertising plans. 

Separately, our companies lead in this area. Together, we are well-positioned to help customers navigate a privacy-focused future. Solutions like AI audiences and ID independence, granular SPI privacy controls, and cookie-less targeting are fundamental building blocks of our future differentiation.  

Finally, the silos between the worlds of digital and TV have crumbled. More than ever, advertisers require a united platform that can orchestrate programmatic and linear TV audiences. The united technology stack of AdTheorent + Cadent is uniquely capable of delivering this in the market today.  

No single company can match what we now offer: comprehensive audience solutions across display, mobile, social media, digital video, connected TV, and linear channels, with options for national, local, or vertical market activation via programmatic, private marketplace, or IO. We provide both performance and reach measurement, creative services, CRM onboarding, managed media services, and flexible self-service platform access. It’s true omnichannel, and we are just getting started on the possibilities of what the scale and breadth of our audience platform can deliver for our customers 

What’s Next?  

Our success lies in our teamwork. There’s enormous potential for our combined company, and we will be thoughtful as we pull together our roadmap for the future. We received positive feedback from the market when we announced the transaction, and now that we are one company, we are looking forward to meeting with customers and partners, sharing our vision, and listening to feedback on how we can collectively work together and harness the assets of Cadent + AdTheorent to move the industry forward.  

Stay tuned.