• by Wayne Friedman , July 12, 2016

Ad technology company Cadent is teaming with TiVo Research in creating an addressable TV platform, with Group M’s Modi Media signing up as its first client.

Using single-source second-by-second set-top box data from TiVo Research’s 2.3 million home sample, as well as data from six other TV providers, the companies can deliver high indexed audiences across Cadent’s national footprint of 80 million U.S. households in the U.S.

For example, the companies say the new platform could help a travel and booking company with a target of adults, age 25-54 and household income of over $75,000, who have taken at least one domestic trip in the last 12 months and are “adventurous” and interested in ‘arts and culture.”

Since cable inventory is witnessing higher pricing and lower ratings, it is getting difficult for advertisers to reach their target. Cadet execs says it can provide more efficient gross ratings points to marketers.

Cadent’s pay-TV industry technology is delivered to any screen at any time; it is used by Charter, Comcast, Time Warner Cable, Liberty Global, Rogers Communications and Bright House Networks.