• by Karlene Lukovitz  @KLmarketdaily, January 5, 2021

Converged video, broadband and communications company Liberty Global has integrated Cadent’s automated addressable linear TV and VOD advertising platform into its Virgin Media Ireland operations. 

In addition, Liberty will integrate the platform into its continental European markets starting this year, the companies announced. 

In 2019, Cadent deployed its linear and on-demand addressable platform for Virgin Media in the U.K. as part of the Sky AdSmart program. 

Cadent says its use of anonymized data and GDPR-compliant methods to target households positions the company for growth as third-party cookies are phased out and governments increase scrutiny of privacy practices. 

Operators view addressable as a means of reducing dependence on digital and social platforms and increasing control over their customer relationships, but to date, European-based TV’s adoption of addressable has been impeded by privacy and other challenges. 

Liberty Global reaches 50 million broadband, video, fixed and mobile telephony services across several brands. The company is also an investor in ITV, All3Media, ITI Neovision, LionsGate, the Formula E racing series and several regional sports networks.