• by Karlene Lukovitz  @KLmarketdaily, November 15, 2021

TV ad-tech company Cadent and Octillion, a platform-as-service company for local and mid-market advertisers, have expanded their partnership to enable measurement of the direct brick-and-mortar retail sales impact of advertising from homes exposed to over-the-top (OTT) and connected TV (CTV) commercials. 

The companies said they have combined Cadent’s Aperture cookieless audience mapping technology with Octillion’s attribution capabilities to provide a holistic view of consumer purchasing behavior, and enable measuring outcomes including return on ad spend (ROAS)