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 byContinue reading »

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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 “timeContinue reading »

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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 »

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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 andContinue reading »

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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 asContinue reading »

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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 singleContinue reading »

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