Cadent launches cross-screen addressable TV marketplace

Tuesday, July 13th, 2021 
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Cadent Launches Aperture Platform, Powering A Cross-Screen Multi-Seller Addressable TV Marketplace

  • Premium Inventory from DISH TV, SLING TV, National Networks, and U.S. MVPDs, representing 62%+ of all U.S. addressable impressions, now available through a self-service platform.

NEW YORK and ENGLEWOOD, Colo. — Cadent today announced the launch of the first cross-screen self-service platform for buyers and sellers of addressable TV advertising. With a rollout beginning this month, Cadent Aperture Platform will power a new multi-seller addressable TV marketplace that includes CTV, OTT, and addressable STB inventory from the most established sellers of addressable TV, such as DISH Media’s addressable footprint which includes both DISH TV and SLING TV, in addition to other MVPDs and national TV networks.

Next year, ad spend for addressable TV is projected to reach $3.64 billion, according to eMarketer data. However, a recent study commissioned with Forrester Consulting (The Transformation of TV, March 2021) noted that “complexity and siloed approaches are hindering addressable TV adoption and understanding.” By automating access to over 60% of all U.S. addressable impressions across multiple providers, Cadent Aperture is eliminating the fragmentation and complexity that has held back addressable’s adoption.

“We know buyers are looking for this exact type of solution – one that aligns offerings against common standards and platforms, promotes interoperability, and delivers unified stewardship, measurement standards and great addressable scale,” said Kevin Arrix, SVP, DISH Media. “This marketplace provides access to millions of consumers while safeguarding their personal information.”

For advertisers, the marketplace is a groundbreaking solution that automates and simplifies the process of planning, buying, and measuring cross-screen addressable TV advertising by bringing scale of execution across multiple providers. Cadent Aperture enables advertisers to directly negotiate private rate cards with suppliers, and plan, buy, and execute campaigns across all partners in the marketplace. The workflow provides users with unified views of budget, pricing, household, and device counts for desired audiences, campaign pacing, and attribution.

For inventory providers, Cadent Aperture automates the activation, sale, delivery, and reporting of addressable TV advertising within a suppliers’ footprint. Each inventory owner can manage its own demand relationships, rate cards, orders, yield optimization, and ecosystem partnerships from within their private marketplace on the platform. This means providers can continue to sell their own addressable inventory with more executional ease while providing customers with the benefit of incremental reach from the rest of the marketplace through a neutral platform.

“Today marks an inflection point for the Advanced TV industry. For the first time, advertisers and agencies, networks, and inventory providers have a self-service, independent platform to transact addressable TV advertising across national audiences on any screen. By unifying the needs of the advertiser and the supplier into a transparent, open platform, Cadent Aperture is providing the scale and automation necessary to accelerate the data-driven TV marketplace,” said Nick Troiano, CEO of Cadent.

Links: Cadent; DISH Media