Catalina Chooses Cadent as TV Graph and Analytics Partner, Powering the Orchestration of Marketers' Cross-Platform Campaigns

Nov 18 2020 New York and St Petersburg Florida amp8211 Cadent the advanced TV platform company today announced an expansion of its strategic partnership with Catalina the leader in shopper intelligence and personalized digital media for CPG brands and retailers Catalina will use the Cadent Platform to expand its marketing services to include linear TV advanced TV and OTT programming as part of its BuyerVision managed service which also includes digital and instore activation Additionally Cadent will offer its clients Catalina39s purchasebased audiences and crossscreen measurement servicesLinking it all together is Cadent Viewer Graph a patented audience graph technology that resolves multiple TV devices back to a viewing household enabling national TV advertisers to deduplicate and map any audience segment into the full universe of television with minimal dropoff and maximum reach The Cadent Viewer Graph has been integrated with the Catalina Shopper ID Graph which covers 107 million US households linking TV and digital campaigns to instore purchases to inform media optimization in real time and measure campaign efficacyquotThe value of this partnership amp8211 using data and analytics to gain a better understanding of the shopper journey what they39re watching and the device they39re using amp8211 is incalculable to marketers todayquot said Kevin Hunter EVP Chief Commercial Officer at Catalina quotWe39re thrilled to partner with Cadent and bring next generation TV to our brand agency and retail partnersquotCatalina is offering a full suite of instore digital and TV services including linear addressable and OTT by leveraging its realtime onetoone deterministic shopper data through Cadent Platform and Catalina39s channel agnostic Media Network This enables advertisers to better understand shopper behaviors customize their audience segments and optimize media in real time to deliver personalized messages and creative wherever they39re watching TV or engaging in digital servicesquotAs consumer media consumption patterns and instore shopping habits rapidly evolve reaching audiences accurately and at scale across TV formats and digital platforms amp8211 as well as instore is more important than everquot added Hunter quotWith Cadent we have expanded our multichannel network across TV to help our brand agency and retail customers bridge linear television and nextgeneration TVquotquotDatadriven orchestration is how advertisers will best find and engage their TV audiences today and in the futurequot Eoin Townsend Chief Product Officer Cadent said quotThis partnership is the fusion of Catalina39s insightrich bestinclass data with Cadent39s endtoend platform allowing marketers to reach their audiences more effectively and efficientlyquotOver the last two years Catalina has strengthened its open channelagnostic platform and forged partnerships that are powering new audience personalization and measurement capabilities The Cadent partnership is another milestone in advancing Catalina39s omnichannel managed services programmatic selfservice offerings analytics attribution measurement and data servicesquotBy combining Catalina39s buyer intelligence database with Cadent39s platform our brand retail and agency partners will have the ability to engage and connect with even the hardesttoreach shoppersquot added Dr Wes Chaar Catalina39s Chief Data ampamp Analytics OfficerAbout CadentCadent powers the evolution of TV brand advertising We provide marketers agencies operators and media owners with datadriven solutions for buying and selling TV advertising By connecting brands with opportunities across national inventory sourcesamp8212cable broadcast and OTTamp8212our technology improves efficiencies and boosts the results of linear addressable and crossscreen campaigns For more information visit cadenttv or follow CadentTVAbout CatalinaCatalina is the market leader in shopper intelligence and highly targeted instore and digital media that personalizes the shopper journey Powered by the world39s richest realtime shopper database Catalina helps CPG brands retailers and agencies optimize every stage of media planning execution and measurement to deliver 61 billion in consumer value annually Based in St Petersburg FL Catalina has operations in the United States Europe and Japan To learn more please visit wwwcatalinacom or follow us on Twitter CatalinaClick 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 MediaVillagecomMyersBizNet

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Catalina Chooses Cadent as TV Graph and Analytics Partner, Powering the Orchestration of Marketers' Cross-Platform Campaigns

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