Cadent Intros Cross-Device Programmatic Bidding

Cadent has integrated a new feature into its Aperture platform that enables programmatic guaranteed bidding for addressable and connected TV (CTV) across set-top boxes (STB), smart TVs, mobile devices and desktop applications on inventory distributed by publishers.

The solution works across all TV inventory types, including programmatic linear, on-demand linear and linear via private marketplace.

According to the company, it allows inventory owners to intelligently place addressable ads using historical data, offer greater flexibility and bypass time-consuming manual direct sales processes.

Its capabilities include maximizing yield across scheduled and addressable ads on the same networks; associating audience segments with households via Aperture Viewer Graph for CTV and addressable TV planning; forecasting available inventory for programmatic guaranteed OTT/CTV, video on demand and addressable TV deals to predict future market pressure trends; and managing delivery of direct-sold addressable TV campaigns against programmatic guaranteed demand, Cadent reports.

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