Cadent has announced the expansion of its automated addressable linear and VOD advertising platform in Europe in partnership with Liberty Global.
It has already undertaken the expansion into Liberty Global’s Irish footprint, Virgin Media Ireland, and Liberty’s continental European markets will follow this year.
Cadent and Liberty Global’s partnership began in 2019 when Cadent deployed its platform in the UK on behalf of Virgin Media as part of the Sky AdSmart programme, powering addressable advertising across both linear and on-demand in millions of homes.
Cadent’s platform allows advertisers to use the best of TV – the scale and engagement of live and on-demand television that builds brands – with the best of digital advertising, including sophisticated targeting and attribution capabilities. As a result, Liberty Global can offer a scaled alternative to the digital and social media advertising.
In particular, Cadent’s solution enables advertisers to target households by using anonymised data in a GDPR-compliant manner. As third-party cookies are phased out and consumer privacy becomes even more of a priority to the industry, this approach provides advertisers the opportunity to reach strategic audiences in a trusted environment.
Commenting on the development, Sam Tomlinson, partner at PricewaterhouseCoopers and part of the team that produced the ISBA and PwC Programmatic Supply Chain Transparency Study, which proposed steps toward supply chain transparency and accountability, said: “In the increasingly complex digital advertising marketplace, advertisers require access to high quality data to target their audiences in brand-safe environments beyond the walled gardens”.
Pieter Vervoort, VP Product, Entertainment, Liberty Global, added: “This integration delivers another big part of Liberty Global’s continued commitment to linear and on demand addressable advertising to support our content partners and provide a better viewing experience for our customers.
“Cadent is providing a sophisticated solution that shows a clear way forward for TV platforms and broadcasters”.
Keith Kryszczun, SVP of Global Platform Sales, Cadent, said: “As the leading independent advanced TV platform, Cadent is focused on bringing proven, scalable and sophisticated data and advertising solutions to platform operators, broadcasters and advertisers.
“This expansion reaffirms our commitment to innovation through our technology partnership with Liberty Global, which has brought demonstrable success to the TV industry and our respective partners over the years”.
