NEW YORK AND SAN ANTONIO, April 16, 2024 — Cadent, the largest independent solutions provider for converged TV advertising, today announced a partnership with Stirista, the leading provider of data-driven marketing solutions. The agreement combines the power of Cadent Aperture Platform, the company’s end-to-end advanced TV platform, with Stirista’s holistic identity-driven marketing solutions to provide brand marketers with access to a broad range of data insights, including demographic, lifestyle, purchase intent and B2B audiences. As part of the partnership, Cadent will integrate Stirista’s audience data into its data marketplace to allow targeting across linear, addressable, digital and CTV.

“Cadent is excited to partner with Stirista to provide marketers with the right data on the right path with the right insights – combined with both companies’ best-in-class audience targeting and measurement solutions,” said Jason Attanasio, VP, Business Development at Cadent. “Similar to Stirista, Cadent has never relied on cookies. As the industry continues to move towards a cookie-less future, both our companies are at the forefront of this movement. We’re here to help marketers connect with consumers, especially as they continue to diversify how and where they consume content, resulting in a real need in the market to streamline the buying and selling of TV, video, and digital media.”

“Cadent is excited to partner with Stirista to provide marketers with the right data on the right path with the right insights – combined with both companies’ best-in-class audience targeting and measurement solutions” -Cadent VP of Business Development Jason AttanasioPost this

Added Stirista Senior Director of Media Sales Steve Karas, “Our goal is to help our customers harness their 1st party data and create actionable insights and strategies, which can be activated across email, digital and CTV. By joining forces with Cadent, we’re excited to offer another avenue in providing our customers with actionable insights and omnichannel marketing solutions that help increase brand loyalty and to acquire new customers.”

About Cadent
Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

About Stirista
Stirista is a data-driven marketing technology provider that combines the power of authoritative identity data with the execution of omnichannel marketing. Through its data and customer-centric approach, Stirista is helping Fortune 500 and mid-market brands increase brand loyalty and acquire new customers. Stirista’s privacy compliant data insights helps clients interact with customers and prospects via digital, email and social channels. For more information, please visit http://www.stirista.com.

Media Contacts:

Jennifer Qotb
Young & Associates PR for Stirista
301-461-7062, jennifermq@yapr.com

Rachel Jermansky
Daddi Brand Communications for Cadent
rjermansky@daddibrand.com

Combined Company Will Connect the Programmatic and TV Ecosystems, Unifying Audience-Based and Performance-Focused Advertising for Buyers and Sellers 

NEW YORK, April 1, 2024 — Cadent, one of the largest independent solutions providers for converged TV advertising, today announced a definitive agreement to acquire all outstanding shares of AdTheorent Holding Company, Inc. (Nasdaq: ADTH), a machine learning pioneer and industry leader delivering measurable value for programmatic advertisers, for a cash consideration of $3.21 per share.

The combination of Cadent and AdTheorent will create one of the largest independent omnichannel audience activation platforms for buyers and sellers of advertising. The newly formed entity will focus on providing expanded performance advertising solutions that cater to both digital and traditional TV markets, powered by advanced machine learning and a unified media and data marketplace.

“Together, Cadent and AdTheorent will enable our customers to drive performance across all strategic audiences, no matter where they consume media or where they are in the sales funnel,” said Nick Troiano, CEO of Cadent. “We will connect the worlds of programmatic and TV, providing solutions across our partner ecosystem that will drive next-generation omnichannel reach and performance results.”

Upon closing, the combined company will serve nearly 1,000 advertisers, and partner with leading holding companies, agency groups, independent agencies, and premium publishers. In addition, AdTheorent’s leadership in ID-independent machine learning and algorithmic audience solutions, combined with Cadent’s cookieless household identity graph uniquely positions the combined company to be at the forefront of unifying fragmented audiences.

“AdTheorent’s customer-focused culture, award-winning technology and commitment to innovation has helped our team build a strong brand that is a recognized leader in performance-first programmatic advertising,” said James Lawson, CEO of AdTheorent. “In Cadent, we’ve found a partner with a shared commitment to delivering measurable results for customers, and a complementary vision for the future of omnichannel advertising. In an increasingly competitive and evolving adtech sector, we are excited to bring together our teams, technology, and solutions to drive continued value to our customers and our employees.”

Novacap, the Montreal-based private equity firm which acquired Cadent in August 2023, provided strategic services and funding support to Cadent for the transaction.

“Novacap accelerates growth companies through strategic investments. We’re pleased to empower the Cadent and AdTheorent teams to further their vision of building a leading omnichannel audience platform, by providing the foundational resources necessary to complete a transaction of this scale,” said Samuel Nasso, Partner at Novacap, and Chairman of the Board of Cadent.

The transaction is subject to customary closing conditions and completion of regulatory review and AdTheorent shareholder approval. The transaction has been approved by the AdTheorent Board of Directors and is expected to close in approximately 90 days.

Moelis & Company LLC is acting as lead financial advisor to Cadent. RBC Capital Markets also is acting as a financial advisor, and Baker Botts LLP is providing legal counsel. Canaccord Genuity is acting as financial advisor and McDermott Will & Emery LLP is acting as legal counsel to AdTheorent in connection with the proposed transaction.

About Cadent

Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

About AdTheorent

AdTheorent (Nasdaq: ADTH) uses advanced machine learning technology to deliver impactful advertising campaigns for marketers. AdTheorent’s machine learning-powered media buying platform powers its predictive targeting, predictive audiences, audience extension solutions and in-house creative capability, Studio A\T. Focused on the predictive value of machine learning models, AdTheorent’s product suite and flexible transaction models allow advertisers to identify the most qualified potential consumers coupled with the optimal creative experience to deliver superior results, measured by each advertiser’s real-world business goals.

AdTheorent is consistently recognized with numerous technology, product, growth and workplace awards. AdTheorent was named “Best Buy-Side Programmatic Platform” in the 2023 Digiday Technology Awards and was honored with an AI Breakthrough Award and “Most Innovative Product” (B.I.G. Innovation Awards) for five consecutive years. Additionally, AdTheorent is the only seven-time recipient of Frost & Sullivan’s “Digital Advertising Leadership Award.” AdTheorent is headquartered in New York, with fourteen locations across the United States and Canada. For more information, visit adtheorent.com.

Additional Information and Where to Find It:

AdTheorent intends to file with the Securities and Exchange Commission (the “SEC”) a preliminary proxy statement and furnish or file other materials with the SEC in connection with the proposed transaction. Once the SEC completes its review of the preliminary proxy statement, a definitive proxy statement will be filed with the SEC and mailed to the stockholders of AdTheorent. This communication is not intended to be, and is not, a substitute for the proxy statement or any other document that AdTheorent may file with the SEC in connection with the proposed transaction. BEFORE MAKING ANY VOTING DECISION, ADTHEORENT’S STOCKHOLDERS ARE URGED TO READ THE PROXY STATEMENT AND THOSE OTHER MATERIALS CAREFULLY AND IN THEIR ENTIRETY BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION AND THE PARTIES TO THE PROPOSED TRANSACTION.

The proxy statement and other relevant materials (when they become available), and any other documents filed by AdTheorent with the SEC, may be obtained free of charge at the SEC’s website at www.sec.gov. In addition, security holders will be able to obtain free copies of the proxy statement from AdTheorent by going to AdTheorent’s Investor Relations page on its corporate website at www.adtheorent.com.

No Offer or Solicitation

This release is not intended to and shall not constitute an offer to buy or sell or the solicitation of an offer to buy or sell any securities, or a solicitation of any vote or approval, nor shall there be any offer, solicitation or sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offer of securities shall be made in the United States absent registration under the U.S. Securities Act of 1933, as amended, or pursuant to an exemption from, or in a transaction not subject to, such registration requirements.

Participants in the Solicitation:

This communication does not constitute a solicitation of proxy, an offer to purchase or a solicitation of an offer to sell any securities. AdTheorent and its directors and executive officers may be deemed to be participants in the solicitation of proxies from the stockholders of AdTheorent in connection with the proposed transaction. Information regarding the interests of these directors and executive officers in the transaction will be included in the proxy statement described above. Additional information regarding the directors and executive officers of AdTheorent is included in the AdTheorent proxy statement for its 2023 Annual Meeting, which was filed with the SEC on April 12, 2023, and is supplemented by other public filings made, and to be made, with the SEC by AdTheorent. To the extent the holdings of AdTheorent securities by

AdTheorent’s directors and executive officers have changed since the amounts set forth in the proxy statement for its 2023 Annual Meeting, such changes have been or will be reflected on Statements of Change in Ownership on Form 4 filed with the SEC. Additional information regarding the interests in the transaction of AdTheorent’s participants in the solicitation, which may, in some cases, be different than those of AdTheorent’s stockholders generally, will be included in AdTheorent’s proxy statement relating to the proposed transaction when it becomes available. These documents are available free of charge at the SEC’s website at www.sec.gov and at the Investor Relations page on AdTheorent’s corporate website at www.adtheorent.com.

Forward Looking Statements:

This communication contains “forward-looking statements” within the meaning of the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995. Forward-looking statements include, without limitation, any statement that may predict, forecast, indicate or imply future results, performance or achievements, and may contain words such as “believe,” “anticipate,” “expect,” “estimate,” “intend,” “project,” “plan,” or words or phrases with similar meaning. Such statements may also include statements regarding the completion of the proposed merger and the expected timing of the completion of the proposed merger, the management of AdTheorent upon completion of the proposed merger and AdTheorent’s plans upon completion of the proposed merger. Forward-looking statements should not be read as a guarantee of future performance or results and will not necessarily be accurate indications of the times at, or by, which such performance or results will be achieved. Forward-looking statements are based on current expectations, forecasts and assumptions that involve risks and uncertainties, including, but not limited to, the market for programmatic advertising developing slower or differently than AdTheorent’s expectations, the demands and expectations of clients and the ability to attract and retain clients and other economic, competitive, governmental and technological factors outside of AdTheorent’s control, that may cause AdTheorent’s business, strategy or actual results to differ materially from the forward-looking statements. Actual future results, performance or achievements may differ materially from historical results or those anticipated depending on a variety of factors, some of which are beyond the control of AdTheorent, including, but not limited to, the occurrence of any event, change or other circumstances that could give rise to the termination of the merger agreement; the inability to complete the proposed merger due to the failure to obtain stockholder approval for the proposed merger or the failure to satisfy other conditions to completion of the proposed merger; risks related to disruption of management’s attention from AdTheorent’s ongoing business operations due to the proposed merger; unexpected costs, charges or expenses resulting from the proposed merger; AdTheorent’s ability to retain and hire key personnel in light of the proposed merger; certain restrictions during the pendency of the proposed merger that may impact AdTheorent’s ability to pursue certain business opportunities or strategic transactions; the ability of the buyer to obtain the necessary financing arrangements set forth in the commitment letters received in connection with the proposed merger; potential litigation relating to the proposed merger that could be instituted against the parties to the merger agreement or their respective directors, managers or officers, including the effects of any outcomes related thereto; the effect of the announcement of the proposed merger on AdTheorent’s relationships with its customers, operating results and business generally; and the risk that the proposed merger will not be consummated in a timely manner, if at all.AdTheorent does not intend and undertakes no obligation to update any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by applicable law. Investors are referred to AdTheorent’s filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K and any subsequent filings on Forms 10-Q or 8-K, for additional information regarding the risks and uncertainties that may cause actual results to differ materially from those expressed in any forward-looking statement.

Media Contacts

For Cadent
Rachel Jermansky, Daddi Brand Communications
rjermansky@daddibrand.com

For AdTheorent
David DeStefano, ICR
AdTheorentIR@icrinc.com
(203) 682-8383

Melanie Berger
Melanie@adtheorent.com
850-567-0082

Check out the Q&A below to learn more about members of our women’s ERG, Women at Cadent. Each of these women bring important and diverse views, experiences, and expertise to the table, enriching our company culture towards equality and empowerment. 

Heena Otia is a Senior Data Scientist on the SSP side for Aperture MX and has been at Cadent for about a year. Her job entails data modeling and forecasting using machine learning models to maximize revenue and optimize ad exchange services for ad traffic efficiency. She also focuses a lot on data analytics, extracting insights from real-time data to split the signal from the noise and translate value to business stakeholders.

How have you built confidence or resiliency throughout your career?

My mom is my biggest inspiration- a fearless woman herself, she always instilled a sense of confidence in me and made me dream to fly higher. I love this book called “Audacity to Be Queen” by Gina DeVee. I have learned to be a resilient person by looking at setbacks as another opportunity to jump higher. It’s how we react to adversity that determines our life story. 

What women inspire you the most and why? 

My biggest inspiration is Malala Yousafzai, she always advocates for women’s education rights. I find her journey so motivational, from being under fire to never stopping herself. 
Nowadays, I seek inspiration from all the amazing moms out there who guide me on work/life balance, parenting (I have a 2-year-old, so please pass on all the toddler parenting advice!) and carving out a position for yourself in the industry. It can feel daunting at times, but the thought that keeps me going is, “I can’t change the direction of the wind, but I can adjust my sails to reach my destination.” 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

We as women can uplift each other a lot by sharing our stories and networking. So far, networking and reaching out to people has been my mantra to seek interesting opportunities in my career. I never shy away from setting up quick Zoom chats with people from the industry or coworkers as well, now that most of the people are remote. I remember when I started in AdTech back in 2016, I didn’t know all the adtech lingo, but attending conferences, reading blogs, and networking helped me a lot. 

Katie Adamcik is a Senior Scrum Master and has been at Cadent for about 1 year. Shes integrated with the Data Engineering teams to help run their day-to-day operations including tracking metrics and project progress, implementing process improvements, removing blockers, and ensuring they’re prepared for the upcoming planning cycle. I also lead our internal Agile metrics automation effort and work closely with the Audience and Identity teams to help instill best practices and provide coaching as needed. 

How have you built confidence or resiliency throughout your career? 

The most essential skill I’ve gained is how to effectively and regularly ask for feedback through check-ins with management and peers. While positive feedback is always nice – and a good confidence boost − critical feedback is where I find the most value. Constructive feedback provides concrete action steps to take which can lead to better work outcomes that maximize both your personal development and team value. Getting constructive criticism in a formal way can help you handle unexpected negative feedback and react rationally instead of emotionally. 

What women inspire you the most and why? 

Professionally, I’ve been inspired this past year by our own SVP Product, Management Marcy Pentoney! Not only is she an exceptionally strong and knowledgeable leader in our product organization who helps to drive the company and culture in a positive direction, but also manages to balance the demands of her senior role while still taking time to be very involved with her family. On the personal side, Dr. Jane Goodall has held my fascination since I was young (I even dressed up as her for a presentation in 8th grade!). She inspires me with her commitment to wild places and animals, and her radical change of how fieldwork had been done for decades. 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

Don’t be afraid to ask questions! I knew nothing about the adtech industry before working at Cadent, and while there is plenty of material to read online, nothing gets you up to speed like the color and commentary that comes from a discussion with your peers or leaders. This is also true no matter how long you’ve been in the industry as consumer behaviors, new technology, and regulations are changing how we work at an ever-increasing pace. 

Ayaka Hayashi is the Director of Product Marketing and has been at Cadent for almost 6 months. She is responsible for developing GTM strategies of products and solutions within the Activation pillar, working closely with cross-functional teams across the organization. 

How have you built confidence or resiliency throughout your career? 

I’ve grown more confident and resilient by embracing the feeling of discomfort in challenging environments, including working in Tokyo and New York. Adapting to new companies, teams, and cultures has taught me that discomfort can signal growth and learning and embracing this discomfort has been key to discovering new things about myself, organizations, and diverse cultures, turning challenges into opportunities for personal and professional development. 

What women inspire you the most and why? 

The women who have truly inspired me are those who embody their support for women through actions, not just words (they don’t just talk the talk, they walk the walk!). They have made time for me, offering guidance, mentorship, and a safe space to be authentic and feel valued. In leading by example with humility, positivity, and sometimes stepping back by offering me the space to be heard or speak up—these are the women who encouraged me to be confident and take pride in who I am. 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

1. Always remember, be your authentic self. Don’t worry too much about trying too hard to be too serious or too cookie-cutter perfect. Be silly sometimes! 
2. Find the people who give you the space to fail and give you the guidance to learn from your mistakes. 
3. Surround yourself with people and teams that help you grow. Be a cheerleader for people and find people who will do that for you. 
4. Remember all the big and little things you’ve experienced from others—mirror the things you liked and be mindful of the things you didn’t. 

Learn more about life at Cadent and see available roles on our Careers page. 

For several years, the digital advertising industry has grappled with an ugly, open secret – “Made for Advertising” sites. These websites, also referred to as MFAs, are designed primarily to host ads rather than provide genuine content. This raises significant concerns about the efficacy and ethics of digital marketing campaigns. While this highly viewable content may seem like a shortcut to gaining exposure, the reality is that this type of content is often far from beneficial for advertisers.  

Despite their ubiquity, MFAs present many challenges for advertisers seeking genuine engagement and meaningful interactions with their target audience. From questionable content quality to issues of ad fraud and diminishing returns, the allure of these sites often does not translate into positive outcomes for buyers. In fact, a 2023 joint industry report from the ANA, 4A’s, WFA, and ISBA found that MFAs “comprise 21 percent of impressions and 15 percent of ad spend.” Additionally, with this level of inefficiency, publishers and the SSPs that sell this type of inventory are increasingly placed under a microscope.  

In this blog, we will delve into the reasons why MFAs are detrimental to advertisers and explore how investing in these sites can ultimately lead to wasted ad dollars and diminished brand reputation.  

Adalytics Uncovers the Prevalence of MFAs 

Recently, Adalytics published the results of their study on advertisements seen on MFA sites. The report shows that many adtech companies are promoting tools to prevent ads from appearing on “Made for Advertising” (MFA) sites while simultaneously profiting from these very sites. Adalytics is critical of the industry’s hypocrisy in claiming to combat MFA sites while benefitting from the ad inventory they provide. The report underscores the need for greater transparency across the adtech ecosystem to address the issues caused by MFAs.  

“It is imperative for supply partners to place a high priority on maximizing advertiser return on investment (ROI) by directing media spend towards sites known for authentic performance metrics. This approach starkly contrasts with the inefficacy found on MFA sites, which do not provide the same level of genuine performance,” explains Brian Weigel, SVP, Operations for Cadent Aperture MX.   

“Including MFAs within an inventory source not only dilutes the quality but also adversely affects supply path optimization. This misallocation leads to a significant waste of advertiser media spend, which could otherwise be invested in more valuable inventory. With that said, it’s critical for buyers to work with trusted partners who can protect them from delivering on MFA supply—ensuring ads are placed in premium inventory that aligns with and supports the advertiser’s brand values, integrity, and marketing objectives.” 

In recent months, industry trade organizations have sought to fix some of the problems created by MFAs. First, there has been a concerted effort to establish criteria to identify MFA sites, acknowledging their detrimental impact on the digital advertising ecosystem. According to AdExchanger, the 4A’s working groups have suggested, “instead of labeling any site that buys traffic or has an above-average ad load as MFA, the group is urging the industry to focus on publishers that deliberately game programmatic monetization through ad arbitrage.” 

To maintain the integrity of digital advertising, more transparency and industry-wide collaboration is needed.  

Why Aperture MX Says ‘No’ to All MFA Sites 

Aperture MX does not allow MFA sites within our inventory, period. We ensure that buyers’ ad dollars are protected when accessing our marketplace by only offering premium inventory. Aperture MX is proud to be aggressively transparent and extremely selective with the type of publisher supply we provide – MFA sites are not allowed within our marketplace by default.  

In addition to our proprietary vetting process, we leverage the Jounce methodology and classification for MFA sites. So, if Jounce classifies a site as an MFA, we do not include the inventory within our marketplace. As a Jounce partner, we can validate that we do not run media on sites based on their classification. 

Notable features of Aperture MX include holistic audience planning, media activation, campaign analytics, enhanced brand safety, and direct publisher connections. 

• Activate true, omnichannel advertising across cable, broadcast, OTT/CTV, FAST (Free Ad-Supported Streaming TV) channels, and digital extension, like display and online video (OLV). 
• Avoid mystery inventory from unsuitable publishers by buying inventory procured through our direct relationships with premium publishers.  
• Optimize supply path by directly connecting to carefully vetted publishers – including no resellers – and increase ROI by adjusting ad spend toward performant inventory that aligns with brand goals. 

Ready to learn how Aperture MX can support your digital and CTV campaigns?  

Recently, Lindsay Teague, SVP of Client Solutions at Cadent, led a panel discussion featuring Leslie Miller, Chief Digital & Communications Officer, Ice Cream & Nutrition at Unilever and Lara Krug, EVP, Chief Marketing Officer at The Kansas City Chiefs during the Brand Innovators Sports Marketing Upfronts: Super Bowl LVIII. Their discussion focused on growing female fandom, the “celebrity effect,” and how we are entering a new era of sports marketing. Leslie, Lara, and Lindsay explored the opportunity presented by women increasing their viewership of sports and the importance of women taking on bigger roles in sports-related sponsorships – both as athletes and executive brand marketers. Learn more about how The Kansas City Chiefs and Unilever brands like Hellman’s and Dove approach their marketing efforts around the Big Game.  

Watch the full discussion below.  

In today’s advertising ecosystem, one of the most powerful yet often overlooked assets for TV publishers is their first-party data. It has become increasingly important for publishers to better collect, secure, and leverage first-party data to prepare for the next phase of digital evolution. However, not all data is created equal – especially when it comes to the first-party data that publishers possess. From publisher to publisher, there are huge discrepancies between what first-party data they collect. Ultimately, Cadent has found that understanding and leveraging this data can be a game changer for publishers.  

An Evolving First-Party Data Landscape 

The data privacy regulation landscape continues to evolve, making the direct relationship between publishers and their audiences even more valuable. While much attention is rightfully paid to the value of brand and agency data, the significance of publisher first-party data cannot be overstated. It offers a unique opportunity for publishers to deepen their understanding of their audience, enhance the effectiveness of their advertising, and drive consumer engagement and loyalty. 

The landscape of publisher first-party data is diverse and dynamic. Some publishers have already embraced robust strategies, where consumers willingly opt in, data is meticulously collected, stored, and analyzed, and privacy regulations are strictly adhered to. These publishers leverage sophisticated analytics tools to derive actionable insights, construct comprehensive audience profiles, and enhance the effectiveness of ad targeting and measurement efforts. Furthermore, they employ audience extension techniques to broaden their reach and create highly personalized experiences, fostering stronger connections with consumers. 

The Missed Opportunity 

Still, not all publishers have tapped into this potential. Many miss out on the opportunity to monetize their audiences effectively due to inadequate data strategies and technological limitations. They face challenges ranging from inflexible ad tech stacks to data loss and inadequate consumer notification procedures. Despite recognizing the value of first-party data, these publishers struggle to realize their full potential, hindered by resource constraints and technical barriers.  

For most publishers, the reality lies somewhere in between. They acknowledge the importance of first-party data but grapple with implementation complexities and operational constraints. This is particularly evident for CTV publishers, which encounter unique challenges that are distinct from those faced by traditional TV networks or vMVPDs.  

Nevertheless, the direct relationship between publishers and consumers remains an invaluable asset in an era marked by evolving privacy regulations and heightened expectations for personalized experiences. As third-party data faces increasing scrutiny and limitations, publishers must seize the opportunity to leverage their first-party data to its fullest extent. 

A Path Forward  

To maximize the value of publisher first-party data, publishers should seek out tech stack partners offering flexible solutions tailored to their specific needs. These solutions should facilitate seamless data collection, analysis, and activation while ensuring compliance with privacy regulations and consumer preferences. By investing in the right tools and strategies, publishers can unlock the full potential of their first-party data, driving greater monetization opportunities and enhancing audience engagement and loyalty. 

Aperture Viewer Graph, Cadent’s AI-driven identity graph, achieves outstanding match rates across diverse identifiers such as home addresses, emails, CTV IDs, and IP addresses. It connects TV ad exposure on any device to the household, eliminating waste and enabling closed-loop measurement, with over 125M households reached.  

Publishers can upload their first-party data in minutes, match it with Viewer Graph, and precisely target high-value audiences in a privacy-safe manner – all without relying on cookies. The always-on, always-learning proprietary model ensures devices are correctly mapped and provides a reliable foundation for data-driven activation.  

Viewer Graph allows you to connect with your target audiences, turning data-driven strategy into data-driven activation. As a publisher, Viewer Graph allows you to better support your advertiser customers by optimizing ad campaigns and increasing your monetization potential.    

Next Steps 

The value of publisher first-party data cannot be overstated in today’s digital landscape. By harnessing the power of this valuable asset, publishers can not only better serve advertisers but also cultivate deeper connections with their audiences, driving sustained growth and competitiveness in an increasingly digital world. By prioritizing data privacy compliance, investing in robust data infrastructure, and forging strategic partnerships with companies like Cadent, publishers can unlock the full potential of their first-party data and thrive in an increasingly competitive market. 

Find out how Aperture Viewer Graph can help you increase audience engagement and maximize monetization.

Partnership Brings Dstillery’s Audience Solutions to Cadent’s Premium CTV and Digital Advertising Platform

NEW YORK (February 15, 2024) — Dstillery (“the Company”), the leader in AI ad targeting, today announced its audience solutions are now integrated with Cadent, the largest independent solutions provider for converged TV advertising. The partnership brings Dstillery’s patented data science to brands and agencies leveraging Cadent Aperture Platform for identifying target audiences, activating media, and analyzing campaigns to make the most of their media investments.

Through the Dstillery-Cadent partnership, Dstillery’s 10,000+ Pre-built user segments and hundreds of Pre-built models using ID-free® technology will be available in Cadent Aperture Platform – a solution used to unify planning, activation, and measurement across all TV and digital audiences.

Dstillery’s ID-free is a first-of-its-kind targeting technology representing a paradigm shift in programmatic advertising, prioritizing performance and privacy. Predicting the value of an impression to a brand without any knowledge of the user’s identity reshapes the landscape for advertisers seeking effective and privacy-safe targeting.

“TV advertising is seeing its greatest transformation ever as CTV ad spend closes in on linear spend and brands seek more effective targeting across their TV campaigns,” said Jennifer Zeghibe, Director of Strategic Partnerships at Dstillery. “With the combination of Dstillery’s AI technology and Cadent Aperture Platform, we are helping brands realize their full campaign potential and reach their most effective audiences no matter where those audiences are viewing.”

The integration allows advertisers to access time-relevant data and gain actionable insights into Pre-built audiences in real-time through Dstillery’s Audience Studio. This self-service platform enables advertisers to easily create and activate audiences in a demand-side platform (DSP).

“Cadent Aperture Platform is designed to unify the fragmented data and media ecosystem of converged television, enabling advertisers to reach audiences across screens, devices, and platforms,” said Jason Attanasio, Senior Director, Business Development at Cadent. “Integrating Dstillery’s innovative AI data solutions will allow us to continue to support our advertising clients’ need for performance and precision targeting.”

Dstillery continues to lead the industry in harnessing data science and AI with 21 patents to date. The Company most recently announced its latest technology developed on OpenAI, Audience Brief Genius, to revolutionize audience discovery for programmatic campaigns. Dstillery has been widely honored by industry publications and associations, including AdExchanger, Ad Age, Adweek, Business Intelligence Group, Fast Company, and IAB Tech Lab.

About Dstillery
Dstillery is the leading AI ad targeting company. We empower brands and agencies to target their best prospects for high-performing programmatic advertising campaigns. Backed by our award-winning Data Science, Dstillery has earned 21 patents (and counting) for the AI technology that powers our precise, scalable audiences. Our newest technology, ID-free®, is patented, privacy-safe behavioral targeting that can reach any display ad impression and can be used with any Dstillery product. Our premier user segment product, Custom AI Audiences, is a just-for-your-brand targeting solution that refreshes hundreds of millions of users every 24 hours to deliver the best performance. To learn more, visit us at www.dstillery.com or follow us on LinkedIn.

About Cadent
Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv or follow us on LinkedIn.

Media Contacts:
Jenny Robles / Amanda Coyne
KCSA Strategic Communications
dstillery@kcsa.com

Rachel Jermansky for Cadent
Daddi Brand Communications
rjermansky@daddibrand.com

Once a year, viewers tune in to watch the most unique, innovative, and iconic commercials on TV. Oh, and there is a football game to watch, too. All jokes aside, ads that make that big of an impact come with an equally big price tag. Super Bowl commercials now cost $7M for 30 seconds of airtime, before production costs. For Super Bowl LVII, Fox reported $600M of total ad revenue. Despite the investment, the reason why brands keep coming back is that, with a household rating of 40.0, Super Bowl spots drive not only brand recognition but the priceless emotional buy-in from consumers.  

Learn more about what makes NFL games some of the best programs for reach. 

To get ready for this year’s big game, we asked our employees what their favorite Super Bowl commercials were from 2010 and on. Let’s look at the ads they voted for the top three and what elements made their ads the most memorable.  

1. Puppy Love, Budweiser (2014)  

Starting with number one, it’s no surprise that 10 years later, “Puppy Love” has remained an all-time favorite. Created by the agency Anomaly, the spot Puppy Love aimed (and was quite successful) at tugging at the viewers’ heartstrings. It features the unlikely friendship between a loveable lab puppy and a Clydesdale horse, showing all the things they could do together as #BestBuds. The brand hints were subtle, with only a Clydesdale and the logo on a baseball cap, to keep the audience guessing until the Budweiser brand was revealed at the end. According to Adweek, the ad “not only topped the USA Today Ad Meter when it ran in 2014, but it also led TiVo’s list of the top Super Bowl ads of all time in 2016—with Entrepreneur praising it as ‘distinct’ and ‘emotional.’” 

2. The Man Your Man Could Smell Like, Old Spice (2010)

The Wieden Kennedy-produced commercial was a Super Bowl ad that never actually aired during the big game. The spot was pulled at the last minute and instead ran right after the game but went viral online for being witty for its use of deadpan humor. The ad features former NFL player Isaiah Mustafa, imitating a superhero-style voice, as he addresses the women in the audience. In the interactive ad, Isaiah goes from a bathroom scene to ending up on a horse, all the while echoing the message that if your man smelled like Old Spice, anything could be possible. Upon its release, the ad held eight of the top 11 most popular videos on YouTube and went on to win the Grand Prix award at that year’s Cannes Lions. 

3. You’re Not You When You’re Hungry, Snickers (2010) 

Coming in third, we have the unforgettable Snickers commercial starring Betty White and created by BBDO. The commercial garnered attention for being hilarious, outrageous, and inventive. It starts with a pick-up football game when suddenly Betty White gets tackled into a mud puddle. The viewer is left scratching their head as the team huddles to tell Betty (aka “Mike”) that he’s “playing like Betty White.” That is until he eats a Snickers bar, at which point, he starts playing like himself again. The ad concludes with the unveiling of their then-new slogan, “You’re not you when you’re hungry.” According to Ad Age, “The White spot inaugurated a campaign that turned Snickers into the No. 1 candy bar…And in 2020, the commercial topped USA Today’s Ad Meter as the best Super Bowl campaign of the last 25 years.” 

Cadent at the Center of Your NFL Strategy

As you plan for next year’s big game, consider how Cadent can curate NFL audiences and deliver your ads within premium supply from leading publishers across the linear and digital landscape. 

Ready to activate on data-driven TV and leverage the power of the big game next season?  

As the TV advertising landscape continues to transform, publishers are left to find ways to maintain relevance and unlock new revenue streams. Moving beyond conventional key performance indicators (KPIs) like delivery, and preparing for the deprecation of the cookie, we are entering an era where advertisers expect precision and efficiency from all media investments. In this blog post, we explore the latest measurement capabilities, the impact of the cookie’s demise, and how Cadent Aperture Viewer Graph is helping publishers navigate this dynamic advertising environment.  

The Paradigm Shift in OTT and CTV Advertising 

OTT, CTV, and FAST publishers are no longer just competing on contextual relevance or programming schedules. To remain competitive, they must embrace targeting and measurement solutions that provide advertisers with what they need to thrive in today’s marketplace.  

According to a forecast by eMarketer, CTV ad spending will grow over 20% to reach $30B in 2024. The linear TV industry is no longer a growth industry. This shift is driven by the incorporation of advanced TV data sets, new measurement practices, and an influx of biddable TV ad supply. Publishers will need to future-proof their inventory to support an increasing number of ads on OTT/CTV. This will require you to have the ability to transition from direct IO to programmatic guaranteed (PG) and private marketplace deals (PMP), and from GRPs to real business outcomes like web visits and sales lift.  

The Case for Outcome-Based Measurement 

The call for outcome-based measurement is loud and clear. As advertisers seek more than just delivery and reach metrics for their TV campaigns, publishers must adapt to their customers’ needs. Being proactive, rather than reactive, is crucial to staying ahead. Notably, independent and smaller publishers tend to lack solutions to measure outcomes for third-party demand. The integration of audience data and measurement into your inventory provides a seamless solution for customers who are increasingly demanding a deeper understanding of campaign impact beyond impressions and awareness. 

The complexity of TV measurement requires a shift towards normalizing data across omnichannel campaigns. An identity graph becomes essential in achieving this normalization. Cadent Aperture Platform and its underpinning Viewer Graph technology emerge as a key player, helping publishers and advertisers target audiences seamlessly across the fragmented TV ecosystem. 

Aperture Viewer Graph: A Game-Changing Solution 

Driven by AI, Aperture Viewer Graph achieves outstanding match rates across diverse identifiers such as home addresses, emails, and IP addresses. With over 125M households reached, it connects TV ad exposure on any device to the household, eliminating waste and enabling closed-loop measurement. 

Upload first-party data in minutes, match it with Aperture Viewer Graph, and precisely target high-value audiences in a privacy-safe manner – all without relying on cookies. The always-on, always-learning proprietary model ensures devices are correctly mapped, providing a reliable foundation for data-driven activation. 

With Viewer Graph, you can fully connect with the right audiences, turning data-driven strategy into data-driven activation. As a publisher, Viewer Graph allows you to better support your advertiser customers by optimizing ad campaigns and increasing your monetization potential.   

Next Steps  

As the TV advertising landscape continues to transform, the move towards outcome-based solutions is not just a trend – it’s a necessity. Aperture Viewer Graph stands at the forefront, offering a revolutionary approach to TV measurement. Get in touch to learn more about how Aperture can help you embrace the future of TV advertising with confidence. 

NEW YORK, Jan. 29, 2024 — Cadent, the largest independent solutions provider for converged TV advertising, has named Greg Coleman to the company’s Board of Directors. Coleman will work with senior leadership to advise on and help accelerate the company’s expansion into digital video and programmatic advertising.

“Greg’s experience operating companies at the intersection of technology, media, and advertising will prove invaluable as we expand our market presence into programmatic advertising,” says Nick Troiano, CEO of Cadent. “His industry relationships and decades of experience leading digital-first organizations will be a great resource to the Cadent leadership team.”

Mr. Coleman is an Entrepreneur in Residence at Lerer Hippeau Ventures and sits on several media and tech-centric boards including BuzzFeed and Botify. Greg has also been an adjunct professor at the NYU Stern School of Business for the last 12 years. Most recently, Greg was the President of BuzzFeed and advertising technology company Criteo. He previously held roles as President and Chief Revenue Officer at the Huffington Post and the Executive Vice President of Global Sales at Yahoo. Greg also served as President of Platform-A at AOL, Senior Vice President of Reader’s Digest Association, and President of U.S. Magazine Publishing. At CBS, Inc., he spent over 10 years leading advertising efforts for Woman’s Day as Vice President and National Sales Manager.

“Cadent has created an impressive solution simplifying the fragmented data and inventory ecosystem for all video advertising. With a robust technology stack and strong customer relationships, the business is well-positioned to solve various challenges in the advertising sector,” said Coleman. “I’m honored to be part of the company’s journey and progress, and I look forward to adding my insights and experiences into the business.”

To learn more, please visit https://cadent.tv/.

About Cadent
Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.