Cadent has launched its upgraded advanced television platform, and announced the Empower media agency as its first client.
The enhanced platform integrates patented identity and graph technology from 4Info, the identity and media solutions company that Cadent acquired in January 2020 to create a unified national ad-buying platform across cable, broadcast, addressable set-top boxes, OTT and connected devices.
The audience graph technology matches multiple TV devices to individual households, adding advanced audience targeting to Cadent’s cross-screen solutions for national advertisers, and expanding its CTV and other OTT video-buying capabilities.
The graph enables TV ads across linear television, set-top-box and IP address-based addressable, as well as OTT formats, to deliver consistent messaging and frequency throughout campaigns, and measure the impact across channels, according to Cadent.
Empower will use the
graph’s TV mapping technology to bring digital targeting and measurement capabilities to its own TV campaign planning platform. The agency will also use optimization tools informed by Cadent's
historical campaign data. Self-service tools will provide information on pacing, media delivery and outcome-based reporting for the agency’s clients.
Cadent’s ATV platform provides tools for building audience segments, buying media, optimizing campaigns and understanding outcomes across OTT, set-top box addressable, and linear TV advertising, according to the company.