• by Wayne Friedman , April 1, 2024

Looking to expand its effort into the digital media space, TV-centric advanced programmatic advertising-buying platform Cadent announced it has acquired AdTheorent -- developer of advanced machine learning technology -- for $324 million.

The acquisition is another step in Cadent’s move to broaden out its advertising platform.

A year ago, it acquired EMX's supply-side platform, to expand into digital display inventory.

EMX is an advertising programmatic technology company focused on the planning, buying, and measurement of CTV and omnichannel media.

The new combined Cadent-AdTheorent cross-platform media company looks to provide performance advertising results for both digital and traditional TV marketplaces.

One key element for Cadent is AdTheorent’s digital media-focused audience identity graph that offers targeted performance results for digital inventory.

Cadent’s TV programmatic advertising operations will now look to secure access to AdTheorent’s digital-first advertisers for possible TV ad deals.

In addition, Ad Theorent’s more locally based digital-first marketers can be brought into the fold for the Cadent programmatic TV platform.

The announcement claims that the deal will create one of the largest “independent omnichannel audience activation platforms” for buyers and sellers of advertising -- touting nearly 1,000 advertisers clients, and partnership. with leading holding companies, agency groups, independent agencies, and premium publishers.