Platform
FOR MEDIA PLANNERS & BUYERS
Planning & Optimizing
Maximize reach, optimize campaigns in-flight, and deduplicate audiences with the help of machine learning.
For Media Owners
Advertising Management
Streamline the way you sell and orchestrate data-driven campaigns across your media properties.
The tech behind the platform: Cadent Viewer Graph
Cookieless and fully privacy compliant, Cadent Viewer Graph precisely defines TV audiences and ties them back to their data and devices—so you can finally make the cross-screen connections your brand requires. See how it works:
1. Household-to-IP Mapping
We establish an anonymized household targeting ID by connecting 104 million ZIP-11 codes and 300 million IP addresses.
2. CRM Onboarding & Data Marketplace
We help brands upload and anonymize their CRM data, then enrich it with behavioral and demographic data from our curated TV marketplace.
3. Device Data
From there, we connect the anonymized data across every screen that members of a household might watch.
4. Planning Algorithms
Using algorithms that predict screen preference and viewing behaviors, we create plans that find the right audiences across networks, dayparts, and services.
5. Optimization Algorithms
Finally, we use KPI-based planning and geographic affinities to optimize the delivery of campaigns and deduplicate audiences across linear and CTV to best reach each household.
With Cadent we have expanded our multi-channel network across TV to help our brand customers bridge linear television and next-generation TV.”
Kevin Hunter, EVP and Chief Commercial Officer, Catalina
TV adverting is complex. We make it simple.
Cadent was made to take on the challenge of TV advertising, with the tech and the expertise to help you drive awareness, traffic, and sales—today.