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»Cadent

The Restrictions On IDFA Will Shift Mobile Budgets To TV

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tim Jenkins, EVP and head of audience & identity solutions at Cadent. Apple’s planned restrictions on use of IDFA (Identifier for Advertisers), requiring publishers to obtain an express opt-in, is ringing throughout the advertising... Continue reading »
by AdExchanger // November 23rd, 2020 //
»
Prog.IO Digital: Omnichannel Rising, Contextual 2.0 – And Pondering The Future Of Addressability

What do cats, dogs, BOPIS, contextual advertising, in-housing, open web standards, identity graphs and astrology have in common? All I can say is that we covered a lot of ground during Day Two of AdExchanger’s Programmatic.IO digital event on Wednesday. Read on for your recap. (And here’s what we got up to on Day One.)... Continue reading »
by Allison Schiff // October 8th, 2020 //
»
GumGum Surfs The Contextual Wave; Kraft-Heinz To Increase Budgets, Cut Agencies

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Stick To It GumGum began life as an image-recognition startup that served contextual ads alongside relevant images. The company muddled along during a period when contextual was not exactly in vogue, but now appears well positioned to seize on headwinds faced by user-level addressability.... Continue reading »
by AdExchanger // February 14th, 2020 //
»
Cadent Acquires 4INFO To Expand Its Advanced TV Offering

Cadent said it acquired ad tech company 4INFO on Thursday to help buyers to better allocate spend across channels and platforms as TV viewing fragments. Terms of the deal were not disclosed. Cadent works with buyers and sellers to execute addressable and data-driven linear TV buys. It will gain access to OTT and CTV inventory... Continue reading »
by Alison Weissbrot // January 2nd, 2020 //
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How Cadent’s Jamie Power Helped Shape The Addressable TV Landscape

Jamie Power has been in addressable TV since the early days. After working her way up through the agency world as a media planner and a brief stint in sales, Power joined Modi Media, GroupM’s advanced TV division, in 2013. She’s now chief operating officer at Cadent Addressable, an advanced TV platform head up by... Continue reading »
by Alison Weissbrot // June 7th, 2019 //
»
As TV Advertising Becomes More Targeted, Operators Must Guard The Consumer Experience

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Paul Alfieri, chief marketing officer at Cadent. Google’s recent test of ads on the home screen of an Android-powered Sony TV should have been an eye-opening event for TV service providers intent on growing “time... Continue reading »
by AdExchanger // June 3rd, 2019 //
»
Who Sells What? NCC Media And Xandr Aim To Consolidate The Confusing Addressable TV Market

The two minutes of television inventory sold by multichannel video players (MVPDs) – which can be made addressable by targeting through the set-top box – has historically been fragmented across providers, making it complex for a national advertiser to run addressable campaigns at scale. Today, MVPDs are jockeying to sell each other’s addressable TV supply,... Continue reading »
by Alison Weissbrot // April 23rd, 2019 //
»
OpenAP Faces An Uncertain Future – But Don’t Write It Off Yet

WarnerMedia’s farewell to the OpenAP Consortium Friday was inevitable. The writing has been on the wall since February, when AT&T’s $85 billion acquisition of Time Warner was finalized. “It makes sense to pull out now [that] they’re owned by a company that has one of the largest data sets available,” said Tracey Scheppach, CEO and... Continue reading »
by Allison Schiff // April 23rd, 2019 //
»
With AT&T Breathing Down Its Neck, Comcast Looks To Acquire Ad Tech

Zach Rodgers and Allison Schiff contributed. Comcast is looking to enhance its targeted advertising business by acquiring more ad tech assets, and is evaluating a group of companies that includes Cadent and dataxu, AdExchanger has learned. Comcast is motivated by a range of factors, including stiffer competition from AT&T and its Xandr ad unit as... Continue reading »
by Ryan Joe // March 1st, 2019 //
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Cadent Launches Advertising Platform For Addressable TV Buyers

Cadent has launched what it says is the first national platform for addressable TV advertising. The aptly named Advanced TV Platform is designed to be a planning and reporting tool for major advertisers looking to buy addressable TV inventory. The interface is created from multiple first-, second-, and/or third-party data sources, integrated into a single... Continue reading »
by Rae Paoletta // November 7th, 2018 //
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