TV ad buying platform Cadent acquires AdTheorent, setting its sights on omnichannel. Also in this episode: The less-than-kosher attribution game that retail media networks are playing with brands.
Advanced TV advertising company Cadent announced plans to drop $324 million to acquire the performance marketing company AdTheorent.
Omnichannel advertising workflow platform Frequence claims it has a new way for audio companies to court advertisers. On Tuesday, Frequence announced an integration with iHeartMedia-owned Triton Digital, a streaming audio and podcast tech company.
In the context of TV advertising, clean rooms offer privacy-compliant software that enables advertisers and publishers to match user-level data without actually sharing any personal information or raw data with one another.
CTV’s over-frequency problem is as real as the pressure streaming services are under to grow their average revenue per user. But you don’t have to sacrifice one to achieve the other, says Jamie Power, Disney’s SVP of addressable sales.
Is the ad tech M&A freeze starting to thaw? A private equity firm bought Cadent for $600 million this week. Plus: Programmatic ads hit the big screen, brought to you by National CineMedia.
The private equity firm Novacap acquires advanced TV advertising company Cadent, which is now setting its sights on omnichannel.
In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.
Cutting out hops in the supply chain means skipping over a DSP or an SSP – especially for video inventory. Plus, inside Cadent’s bid for bankrupt SSP EMX.
Cadent will integrate EMX’s SSP tech into its TV buying and selling platform. Some EMX employees who worked on the SSP will be hired by Cadent as part of the deal.
