Cadent Buys ID Provider 4Info To Expand Advanced TV Capabilities

Advanced TV company Cadent has acquired identity and media solutions company 4Info to create a unified national ad-buying platform across cable, broadcast, addressable set-top boxes, OTT and connected devices.

The terms were not disclosed.

With the acquisition, Cadent adds advanced audience targeting to its cross-screen solutions for national advertisers, and expands its CTV and other OTT video-buying capabilities.

4Info's data activation platform has patented audience graph technology that matches multiple TV devices to individual households.

Adding that to Cadent’s buy-side advanced TV planning and buying platform will let national TV advertisers dedupe and map audience segments to the full television universe, to get a unified view of their campaigns’ reach and engagement, according to Cadent CEO Nick Troiano.

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Cadent and 4Info have been working to integrate 4Info’s capabilities since the two became technology partners in 2018.

This is the latest in a string of partnerships and mergers between ad-tech and TV platforms in recent months, including LiveRamp’s acquisition of Data Plus Math last June, Xandr’s acquisition of Clypd and Roku’s acquisition of Dataxu in October, and Rubicon Project’s merger with Telaria in December.

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