Cadent, an advanced TV platform focused on programmatic advertising, has recently acquired AdTheorent, a developer of machine learning technology, for a substantial sum of $324 million. This move marks Cadent’s strategic expansion into the digital media space, following its previous acquisition of EMX’s supply-side platform a year ago, which allowed it to delve into digital display inventory.
EMX is renowned for its expertise in advertising programmatic technology, particularly in the realms of connected TV and omnichannel media. By combining forces with AdTheorent, Cadent aims to enhance its advertising platform across various media channels, providing performance-driven results for both digital and traditional TV markets alike.
AdTheorent’s distinctive digital media audience identity graph is a key asset that Cadent plans to leverage, as it enables targeted performance outcomes for digital inventory. This technology will facilitate Cadent’s access to AdTheorent’s base of digital-first advertisers, potentially opening up new opportunities for TV ad deals.
Moreover, Cadent stands to benefit from AdTheorent’s roster of locally focused digital marketers, who can now seamlessly integrate with Cadent’s programmatic TV platform. This acquisition is a crucial step for Cadent as it solidifies its position in the competitive advertising landscape, positioning itself as a cross-platform media company with a comprehensive suite of solutions for advertisers seeking impactful results across diverse media channels.
Frequently Asked Questions (FAQs) Related to the Above News
What is Cadent?
Cadent is an advanced TV platform focused on programmatic advertising.
What is AdTheorent known for?
AdTheorent is known for developing machine learning technology and digital media audience identity graph.
How much did Cadent acquire AdTheorent for?
Cadent acquired AdTheorent for $324 million.
What was Cadent's previous acquisition in the digital media space?
Cadent previously acquired EMX's supply-side platform, allowing it to access digital display inventory.
How does AdTheorent's technology benefit Cadent?
AdTheorent's technology enables targeted performance outcomes for digital inventory and provides access to digital-first advertisers.
What opportunities does the acquisition of AdTheorent bring for Cadent?
The acquisition brings opportunities for Cadent to expand its reach in digital media, integrate with AdTheorent's local digital marketers, and offer comprehensive solutions for advertisers across various media channels.
What is Cadent's goal with the acquisition of AdTheorent?
Cadent aims to enhance its advertising platform, provide performance-driven results across digital and traditional TV markets, and solidify its position as a cross-platform media company.
Please note that the FAQs provided on this page are based on the news article published. While we strive to provide accurate and up-to-date information, it is always recommended to consult relevant authorities or professionals before making any decisions or taking action based on the FAQs or the news article.
