Danny Kaplan of Cadent Network on Data, Change and the Future of TV

Through its relationships with over 200 MVPDs Cadent Network is the only national advanced efficiency network affording its clients datadriven solutions for reaching a valuable targeted television audience So in this complex world of advanced television and ad technology how does Danny describe his job in layman39s termsamp160quotOperators have a specific amount of television time during which a local car dealer or national tunein spot may usually be shown amp8230 we are able to aggregate all that inventory from across the country and two hundred different cable operators and combine that with the advertiser39s goals and data from Nielsen TiVo and other providers to put together a media planquot he explainedIt39s a far cry from the legal career Danny thought he wanted to pursue postcollege With a degree in Political Science from the University of Georgia and an affinity for John Grisham novels Danny quotaccidentallyquot landed in media Few law opportunities existed when Danny graduated and so through a career fairamp160he found his first job in Ad Sales at Comcast Spotlight He was based out of their Atlanta office for two years amp160amp160Danny ultimately set aside legal aspirations in favor of a career in media and decided that New York City afforded more opportunity than Atlanta He made the move up north and started as a Sales Planner at Cadent three years ago He hails from Marietta Georgia and looks back fondly on his days in the Peach State though New York is a quotreal cityquotamp160he jokedThe astute legal brain is still at work however as Danny is a selfprofessed quotdata houndquotamp160talking excitedly about optimizing media plans through advanced data setsamp160 While many in the first five years of their media careers may be overwhelmed by the sheer amount of data coming from all directions Danny claims he is not In fact he sees data as a wealth of opportunityamp160quotWe really use the data to inform plans rather than looking at what adults 2554 just deliver on an impression basis amp8230 in this challenged TV marketplace with down ratings and increased CPMs it39s exciting to be at Cadent where we39re providing a real solution to the marketplacequot he saidData is not Danny39s only passion He spoke affectionately of his dog Lola pictured at top whom he rescued while volunteering at Manhattan shelter Animal Haven If money and time were no object he would happily run a dog rescue organization of his ownamp160Danny also enjoys the company of his noncanine coworkers He oversees a team of sales planners and credits Cadent39s CRO Jim Tricarico as being a mentor and influence on his management style While Cadent focuses on the future of television Danny appreciates the diversity of backgrounds on staff Tricarico brings 30 years39 experience networkside while others have a history in advanced television The exchange of knowledge between his colleagues has quothelped us to be a smarter welleducated companyquotDanny speaks candidly on the importance of educating one another within the industry Like many up and comers in media he is eager to learn He would encourage executives to speak publicly on the new ways they are thinking about media He also advisesamp160reading case studies and best practices that are out inmarket so that the industry at large can adopt quotthe best examples of what39s driving the businessquotAnd to those deciding where to begin their media careers Danny had one piece of salient advice amp160look to join a smaller company quotIn a relatively smaller company you are working directly with key decision makers and stakeholders and it39s a more engaging experience especially when you39re young and you39re learningquot Danny saidIn five years39 timeamp160Danny sees himself in a similar role but one that has evolved and changed with the product and the business He seems especially unfazed by change approaching it as he does data amp160with excitement and a matteroffact sensibility While many young professionals may recoil at the thought of advanced data sets and constant change Danny does just the opposite quotAll good thingsquot he musedSo while Danny Kaplan may have accidentally landed in media and admitted he was not even a major media consumer precollege he is here to stay He sees the value and takes great pleasure in the work he does And to be on the precipice of the future of television advertising Well that39s an added benefitThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Danny Kaplan of Cadent Network on Data, Change and the Future of TV

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Danny Kaplan of Cadent Network on Data, Change and the Future of TV

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