The tool lets marketers comingle first- and third-party data with network data to narrow down their linear TV buys (this is not a one-to-one household targeting tool, in and of itself, but can be used alongside addressable in a larger plan).
Media buys will be similar to those Modi creates with other addressable TV partners, according to Bologna.
Although Modi has no shortage of data options from programmers and MVPDs directly, he said the agency will use Cadent as a complement to its existing national buys to drive more efficiency.
Using a third-party company like TiVo brings data matching capabilities beyond age, gender and program times, said Nick Troiano, CEO of Cadent, formerly the president of BlackArrow.
Cadent previously had a data management platform, which cable and MVPD partners could use to manage first- and third-party data sets across addressable inventory, including video on-demand network DVR. The next step was expanding that support to linear TV schedules.