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Consumers have more options than ever to watch video.

Look at the 2018 World Cup, for example. Viewers in the U.S. could’ve watched the Denmark vs. France match on Fox’s national network channel and the Switzerland vs. Costa Rica match in Spanish on NBC Universo. If they wanted, audiences could stream the games through OTT service fuboTV. Out of those who livestream World Cup matches, 65% will do so on their smartphone. Seven out of ten will watch live matches on linear TV, the IAB found.

Conventional advertising models are evolving in response to the changes in video consumption. It’s clear why this is a necessity – more than half of all U.S. consumers’ televisions are now IP-connected and an estimated 51 million OTT households steam content without a traditional cable or satellite service.

For some in the industry, this shift feels chaotic. However, we are excited about the new possibilities that data and technology bring to the television marketplace. Addressable TV, which enables targeting on an extremely granular level, could seem intimidating to those used to buying ad solely based on programming. Some marketers may not understand the full range of possibilities that addressable presents and how to optimally leverage their data to take advantage of today’s TV landscape.

With the right expertise, marketers can navigate the addressable landscape and make the most of its opportunities. And while there has been talk about audience-based television buying, Cadent’s one2one Addressable has been doing it for years. We’ve traded eight billion addressable impressions—a lot by anyone’s standards—so we’ve learned what works and what doesn’t. We know the most responsive data sets, the optimal levels to plan by category and desired KPI, and we’re ready to share our knowledge.

Simply put, we know TV and addressable, and we’re dedicated to simplifying the ecosystem for our clients. We do this by aggregating all addressable supply, unifying the data and communicating with customers throughout the entire process. We’re screen-agnostic, so we can find the target consumer, wherever and whenever they’re watching content.

Our wealth of historical data combined with our predictive analytics algorithm means that our partners never go into a buy cold. Audience buying is already a great complement to broad demo buying, and our accuracy and efficiency are only going to get better as measurement methods catch up with these new modes of consumption and standards become fixed.

Historically, television was used mainly as a vehicle to drive awareness. With addressable, we’re able to use TV to drive conversion and uncover an incredible amount of data on the back end of the campaign. We can analyze campaigns, identify what worked and what didn’t work, and then use that data to optimize future addressable campaigns or even linear campaigns.

Addressability is still in its infancy, and in many respects, it’s like the early days of digital. As advertisers test, measure, and then leverage data to optimize their campaigns, we can help to guide them. That’s why Cadent – with our expertise and technology from linear to advanced television applications – came together as one. We strive to be the partner that drives the marketplace forward and demonstrates the full potential of this space.

See more information on one2one Addressable and how our unified platform connects brand campaigns with audience data and channel inventory.