Cadent: Data-Driven Marketing Complexity Driving Creativity in End-to-End Solutions

Cadent is today the largest independent platform for advanced TV advertising Its tools and partnerships sit agnostically at the center of the media planning and buying process aligning userdefined content data options and measurement partners to deliver a customizable experience with minimal friction The result maximizes impact through minimal ad tax reduced waste and increased effectiveness of ad dollarsquotThe adtech ecosystem is incredibly complex with many players waiting in the wings trying to prove how deep they are into the problems but not necessarily achieving their marketing goalsquot explained Yi quotCadent39s solutions aim to resolve this by providing clients a broad marketplace where they can choose data providers and activate ads in hundreds of destinations using both first and thirdparty dataquotOver the last twelve months the platform has welcomed over 20 audience data partners and 10 measurement partners bringing the full Aperture ecosystem to 65 integrated deployment partnersThe company39s legacy and strength in television both national and local make it a highly soughtafter marketing partner With automated tools that send orders to over 1000 broadcasters 90 cable networks and 100 million households for 1to1 deterministic householdlevel targeting across CTV and FAST players Cadent was the first company of its kind to offer both linear and digital advertising options with all the data required to build effective advertising strategiesquotThere is a lot of value and trust in that local consumer relationship with the mediaquot Yi noted From a marketplace perspective the Cadent platform gives local broadcast and cable companies a real ability to compete with strong data on a national level data that not only makes sense but is easily comparable to other media investmentsHow do they do it quotIt all starts with our ability to identify the householdquot Yi said quotWe39ve been very videofocused from the onset Our ability to identify the household and all the devices in the household because consumption of TV isn39t just in the living room anymore is critical Our platform is highly accurate with high match rates across the household consumer base allowing us to offer exceptional planning capabilities media activation capabilities and most importantly measurement capabilitiesquotIn fact last year the company reported that its Aperture Viewer Graph delivers over a 90 average match rate for audience segments and houses over four billion match keys across zip codes emails IP addresses and more At just under 15 minutes to onboard and match a file Aperture Viewer Graph is one of the industry39s quickest to securely onboard firstparty dataWith the TV landscape becoming more fragmented and complex connecting with audiences across multiple screens and devices is an increasingly difficult challenge for advertisers spending on the medium The privacycompliant Aperture Viewer Graph provides the foundational technology for unifying audiences across the TV ecosystem and empowers advertisers to precisely target their specific highvalue audiences as well as to measure results in terms of business outcomes using any thirdparty partner of choiceYi points out that fragmentation is not just about TV consumption though It39s also about supply quotThere are so many players in the adtech ecosystem taking their toll on the marketer39s dollar todayquot he said quotSupplypath optimization is the impetus behind Cadent39s products that stitch together all the pieces within the workflow and activation system to minimize ad taxquotOne aspect of measurement Yi believes is becoming more important is proof of performance He defines it as evidence that a specific campaign is delivering incremental value by efficiently spending dollars to move consumer behavior Proving incrementality amp8211 whether it39s incremental reach sales lift or other business outcomes amp8211 is a muchneeded step in winning the trust of clients While similar to return on ad spend ROAS Yi explained that true proof of performance is even more precise accounting for deeper campaign insights Armed with plenty of case studies Cadent is confident they can demonstrate a magnitude of success worth leaning intoLast week Cadent announced an extended partnership with Catalina establishing Cadent as Catalina39s preferred platform for executing linear addressable and connected TV CTV ad campaigns for consumer packaged goods CPG brands and Catalina as Cadent39s preferred CPG data audience and measurement provider The company reported that their threeyear alliance todate formed originally in 2020 has experienced 900 yearoveryear growth and partnership campaigns drove an average sales lift of 25 percent Alliances such as these enhance Cadent39s ability to assist advertisers in reaching more precise audiences across screens and measure direct sales impact on instore sales lift from exposed homesFeeling like the future is complex You bet And frankly it needs to be Insights and direction don39t come easy with the myriad options devices and contexts out there to reach consumers The layered cake of data and adtech just adds to the frustration But the best cakes come with high quality ingredients and a simple way to consume them Such is Cadent39s goal offering high quality options for marketing professionals with an quoteasy buttonquot to get the job doneLearn more about Cadent Aperture PlatformThe Aperture Platform enables the planning building activation and measurement of audiences across the converged TV ecosystem including broadcast cable and CTV Aperture Platform is powered by our proprietary Viewer Graph This single identity spine connects first and thirdparty data via IPtohousehold mapping technology With 65 data partners more than 70000 data segments and a 90 average match rate Aperture provides unparalleled access to strategic audiences For publishers Aperture streamlines workflows helping to sell optimize and monetize successful ad campaigns Aperture is the only solution that simplifies the buying and selling of converged TV advertising For more information visit httpscadenttvplatformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Cadent: Data-Driven Marketing Complexity Driving Creativity in End-to-End Solutions

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Stacey Lynn Schulman

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