Cadent’s Next Step in Fulfilling the Cross-Channel Promise of TV

Today, we announced that Cadent is acquiring 4INFO to expand our cross-screen solutions for national advertisers. This is an incredible step toward furthering our mission of bringing more data to television and fulfilling the cross-channel promise of TV as we bring in advanced audience and measurement, as well as OTT and CTV buying capabilities.   

Our journey to becoming a cross-channel TV platform began with the acquisition of BlackArrow, expanding our advanced TV technology capabilities for operators, and most recently, with the launch of Cadent addressable, we brought in an open, demand-side platform for advertisers and agencies looking to reach audiences at the household level.  

Today, we operate a platform for the future of television, and we believe our TV-first approach will help the industry evolve to a more data-driven, cross-channel future. Effective cross-channel advertising means advertisers can maintain quality and impact and reach their TV audiences in a brand safe manner, delivering messages in the moments people are most immersed in content, while inventory providers can realize the full potential of the audiences they attract, regardless of viewing channel.   

Our vision is to restore simplicity to the complex, evolving world of TV, and by bringing 4INFO into Cadent, we’re realizing that vision in several ways.  

We’re enhancing our ability to work with inventory partners. We are dedicated to working with inventory owners and content distributors across the industry to build a vibrant, open TV ecosystem that drives forward the adoption of Advanced TV services.  The integration of the 4INFO toolsets into our platform will help our ability to automate connections to inventory and data partners and will enable us to better demonstrate the value of all forms of TV content (linear, addressable, OTT) to drive better yield. 

We’re giving advertisers better tools for data activation and OTT. Advertisers need a platform that brings TV audiences across linear, addressable and OTT. To get there, we must be able to connect devices to where viewers watch that content. 4INFO’s data activation platform incorporates patented graph technology that resolves multiple devices back to a TV household. This is a vital component of our cross-channel approach. 

We’re viewing cross-channel from a TV perspective. We believe success in finding audiences will not just be about reaching viewers across screens, devices, formats and services, but orchestrating the advertising between those layers. With this acquisition, we gain a programmatic, OTT-first bidder that will help us create more dynamic advertising campaigns that react to the ever-changing habits of TV viewers. 

We’re excited to welcome the 4INFO team into Cadent. Together, we are uniquely positioned to unify advertising across cable, broadcast, addressable, and OTT/CTV with a unique view of audiences. The technology 4INFO brings to our platform will immediately enhance our in-market offerings for advertisers, and it will support our long-term partnerships with our suppliers as we enhance and automate our connections as we jointly evolve to a data-driven future.