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

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

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.

NEW YORK, Oct. 31, 2023 – Cadent, the largest independent solutions provider for advanced TV advertising, and Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR) and leading provider of audience and content targeting solutions for programmatic activation, today announced a two-part partnership, beginning with the now live integration of Proximic by Comscore’s ID-based audience suite into Cadent Aperture Platform. The second phase will integrate Proximic by Comscore’s Predictive Audiences and content targeting tools into the Aperture Converged TV DSP.

This partnership combines the capabilities of Aperture Platform and Proximic by Comscore to provide enhanced ID-based and ID-free audience targeting across linear and advanced TV, including addressable TV and CTV viewership audiences. Through the joint solution, marketers will be able to plan, target, activate, and measure their campaigns through Aperture Platform, while following strict privacy guidelines, ensuring maximum scalability and cost efficiency.

“Cadent Aperture Platform is built to unify the fragmented data ecosystem of converged television, a challenge that any advertiser that needs to target across households and devices faces,” said Tony Yi, EVP, Business Development and GM, Platform Sales at Cadent. “By integrating Proximic by Comscore, we are enabling holistic targeting and measurement with their syndicated and custom audience segments.”

Aperture Platform offers an unparalleled depth of campaign coverage and performance, allowing advertisers to activate across the converged TV landscape. Aperture Platform is powered by Cadent’s patented Aperture Viewer Graph, which connects audience intelligence to screens with access to more than 100M+ Home Addresses, 400M+ Connected Device IDs, and 300M+ Home Device IPs, in addition to the Data and Measurement Marketplaces.

Proximic by Comscore provides ID-based and ID-free audience targeting across a rich set of granular TV and CTV viewership audiences derived from the industry’s largest TV panel. It provides accurate, scalable demographics to help advertisers and publishers reach the highest in-target rates, with extensive user personas to reach audiences based on broad interests or shopping habits. Proximic offers a robust list of brand safety and suitability filters along with content topics specific to TV and CTV and a unique set of custom capabilities to reach audiences based on criteria such as website and search behaviors, TV show, ad exposure, and more. All segments are available with or without IDs. ID-free audience targeting follows strict privacy guidelines and ensures maximum scalability and cost efficiency, providing the perfect complement to ID-based tactics.

“With more than 5,000 advertising clients already relying on Proximic by Comscore’s privacy-compliant, ID-free audience targeting to complement their traditional behavioral targeting solutions, we’re excited to partner with Cadent to continue building on this strong adoption,” said Lee Blickstein, Vice President of Targeting Solutions, Proximic by Comscore. “This integration allows us to open the door for more advertisers and marketers to achieve added reach while remaining focused on performance.”

Following the launch of Proximic by Comscore’s ID-based audience suite in the Cadent Aperture Platform this fall, additional Predictive Audiences and content targeting tools are set to roll out in the coming months. To learn more, please visit https://cadent.tv/platform/.

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 Proximic by Comscore
Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR) is a leader in programmatic targeting. Powered by Comscore’s trusted datasets and the industry’s leading natural language processing contextual engine, Proximic by Comscore enables media buyers and sellers to maximize the scale and performance of their campaigns. Through their innovative suite of ID-based and ID-less audience and content targeting segments Proximic by Comscore supports the evolution of the programmatic ecosystem, enabling clients and partners to continue executing impactful advertising strategies. For more information about Proximic by Comscore, please visit www.proximic.com.

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

SOURCE Comscore; Proximic by Comscore

NEW YORK, October 18, 2023 – Cadent, the leading provider of platform-based converged TV advertising solutions, today announced Aperture MX – a new marketplace that delivers curated audiences and content across premium connected TV (CTV), online video (OLV), display, digital out-of-home (DOOH), mobile app, and desktop advertising. The newest product within Cadent Aperture Platform, MX increases transparency between publishers and advertisers, makes it easier to activate and optimize cross-screen campaigns, and gives publishers the ability to generate more revenue through Cadent’s extensive demand-side relationships.

Initial launch partners include Allen Media Group and Basis Technologies.

“There is a clear market need to streamline and automate the buying and selling of TV, video, and digital media,” said Nick Troiano, Chief Executive Officer at Cadent. “Aperture MX responds to these challenges by bridging the gap between advertisers and publishers with purpose-built, data-driven solutions.”

Building on Cadent’s traditional TV buying expertise and cutting-edge programmatic technology, Aperture MX provides advertisers with premium inventory sourced directly from the publisher. This optimized path between buyers and sellers creates more profitable transactions – publishers can increase their portfolio yield while advertisers can confidently target their most strategic audiences.

The Aperture MX focus on quality omnichannel inventory differentiates its marketplace through:

• Real, verified audiences curated to match advertiser objectives. Aperture Viewer Graph connects devices to households, enabling cookieless optimizations for buy-side audiences across Aperture MX to deliver greater scale and precision against an advertiser’s target audience.
• Direct connections to unique supply categorized by genre, publisher type, or audience, simplifying transactions between buyers and sellers. No “made for advertising” inventory – no duplication of bid requests.
• Full transparency into supply mix and bidding activity. Traffic Shaping tools maximize spend against allocated queries per second (QPS). No bid shading or auction manipulation – no bid floor manipulation.

Aperture MX has already seen significant growth since going live with an exclusive group of publishers earlier this year. The platform is projected to expand to more than 100 publishers by the end of the year, representing 150 billion requests across CTV, online video, and display. Aperture MX is currently live in North America with international expansion slated for 2024.

“The media industry is rapidly changing, and we recognize the need for streamlined advertising solutions,” said Byron Allen, Founder/Chairman/CEO of Allen Media Group. “We are thrilled to be a part of Cadent Aperture MX and provide our advertising partners with another way to buy media from our library of premium movies, TV shows, and local news.”  

“TV advertisers will be more willing to direct spend to digital devices if the industry can automate this process and make it easier for brands to understand the effectiveness of ad dollars in this medium. Basis Technologies is driving this evolution as one of the first programmatic advertising partners leveraging Cadent’s Aperture MX,” said Tim Smith, SVP of corporate development, Basis Technologies. “As Cadent has been a forerunner in curating video ad spend for brands, we align with its vision of an interconnected TV advertising ecosystem that brings marketers and publishers closer together.”

For more information about Aperture MX and Aperture Platform, please visit https://cadent.tv/platform/.

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.

Media Contact
Hollis Guerra for Cadent, Daddi Brand Communications, hguerra@daddibrand.com

Novacap’s TMT VI Fund announces its fourth acquisition, investing in Cadent, a foundational player in the converged TV advertising technology sector.

MONTREAL, QC AND NEW YORK, NY, August 9th, 2023 – Novacap, one of North America’s established private equity firms, is delighted to announce the successful acquisition of Cadent, a leading provider of platform-based converged TV advertising solutions. This partnership marks the fourth investment under Novacap’s TMT VI Fund. Cadent has rapidly transformed from an early leader in cable and broadcast aggregation to one of the largest independent platforms for unified audience targeting across connected television (CTV), traditional TV, and digital advertising.

The company’s blue-chip roster of customers includes global agency holding companies and media buying agencies, over 70 of the Ad Age Top 100 advertisers, and scaled global publishers and content distributors. Cadent Aperture Platform boasts nearly 300 partner connections in its ecosystem, and holds numerous technology patents for identity management, audience targeting, and advertising monetization.

The Novacap-Cadent partnership emerges in a time of rapidly shifting audience viewing habits, marked by a pivot towards digital streaming platforms and devices. As audience consumption becomes increasingly fragmented, the technology solutions Cadent provides become critical for advertisers seeking to maintain and amplify their reach and audience targeting capabilities across any TV device or service.

Pascal Tremblay, Managing Partner in TMT, and CEO at Novacap, states, “Cadent, as a pioneer in converged TV advertising, embodies the kind of innovative, growth-focused company we aim to partner with. Our extensive capabilities in accelerating high-growth technology companies make us an ideal partner to support Cadent.”

“The completion of this transaction marks the beginning of an exciting new chapter for Cadent,” added Nick Troiano, CEO at Cadent, “Our customer focus and dedication remains unchanged, and we expect that our partnership with Novacap will only accelerate our vision of the future of advertising – one that is audience-first, data-infused, and activated seamlessly across all converged media.”

“The Cadent Leadership Team successfully transformed the company into a leader of converged TV solutions. We are at the beginning of a fundamental shift in TV advertising, and with strategic investments and acquisitions we believe Cadent will continue to propel forward as an innovator in the converged marketplace,” said Samuel Nasso, Principal at Novacap.

Evercore served as the lead financial advisor, Stifel served as co-advisor, and Weil, Gotshal & Manges LLP served as the legal advisor to Cadent and Lee Equity Partners.

RBC Capital Markets, TD Securities and Scotiabank acted as financial advisors and provided financing to Novacap and Baker Botts L.L.P acted as legal advisor to the firm.

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 @CadentTV.

About Novacap

Founded in 1981, Novacap is a leading North American private equity firm with over C$8B of AUM that has invested in more than 100 platform companies and completed more than 150 add-on acquisitions. Applying its sector-focused approach since 2007 in Industries, TMT, Financial Services, and Digital Infrastructure, Novacap’s deep domain expertise can accelerate company growth and create long-term value. With experienced, dedicated investment and operations teams as well as substantial capital, Novacap has the resources and knowledge that help build world-class businesses. Novacap has offices in Montreal, Toronto, and New York.

For more information, please visit www.novacap.ca.

Media Contact
Yasmine Sardouk
ysardouk@novacap.ca
514-299-1669

Collaboration will bring data-driven CTV to the automotive industry to deliver campaigns to targeted audiences across screens with unmatched efficiency.

NEW YORK, June 27, 2023 – Cadent, the largest independent platform for advanced TV advertising, and Experian, the world’s leading global information services company, have expanded their data collaboration to include Experian’s automotive insights, creating a solution to identify, activate, and measure automotive audiences within CTV and addressable cross-screen media.

This collaboration combines the power of Cadent Aperture Viewer Graph’s proprietary IP-to-Household mapping technology with Experian’s world-class automotive data to improve business outcomes across screens for automotive marketers driven through the Aperture platform.

“Cadent and Experian are thrilled to advance the spirit of innovation in automotive advertising for marketers,” said Tony Yi, EVP, Business Development and GM, Platform Sales at Cadent. “Reducing fragmentation is a crucial industry-wide goal, and this joint effort combines the  Aperture Platform and Experian’s automotive data,  addressing the need for holistic audience targeting and measurement. We strive to integrate our products with data and measurement partners that drive and quantify outstanding business results. We look forward to leveraging this collaboration to bring cross-screen campaigns to automotive advertisers.”

Aperture Platform offers an unparalleled depth of campaign coverage and performance in one platform, allowing advertisers to activate within premium CTV inventory. Aperture Viewer Graph connects audience intelligence to screens with access to over 100M+ Home Addresses, 400M+ Connected Device IDs, and 300M+ Home Device IPs, in addition to the Data and Measurement Marketplaces, leveraging a wide variety of auto-related audiences.

With coverage on 126 million US households through Experian Consumer View, including insights on consumer demographics and purchasing behaviors, as well as automotive-related assets, Experian empowers marketers to reach vehicle owners more effectively, in-market consumers, as well as those who have recently paid off their vehicle loan or are nearing the end of their lease.

“TV is experiencing a transformational shift. Today, marketers have access to data and technology that allow them to reach their target audiences in more precise ways. With Cadent, Experian auto data enables advertisers to reach highly actionable automotive audiences across screens,” said Chris Feo, SVP of Sales and Partnerships for Marketing Services at Experian.

“We are thrilled to work with Cadent to drive auto audience activation helping marketers drive strategies and generate valuable insights on campaign outcomes,” said Michael Kraut, VP of Automotive OEM Sales at Experian.

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

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

About Experian
Experian is the world’s leading global information services company. During life’s big moments – from buying a home or a car, to sending a child to college, to growing a business by connecting with new customers – we empower consumers and our clients to manage their data with confidence. We help individuals to take financial control and access financial services, businesses to make smarter decisions and thrive, lenders to lend more responsibly and organizations to prevent identity fraud and crime.

We have 21,700 people operating across 30 countries and every day we’re investing in new technologies, talented people and innovation to help all our clients maximize every opportunity. We are listed on the London Stock Exchange (EXPN) and are a constituent of the FTSE 100 Index.

Learn more at www.experianplc.com or visit our global content hub at our global news blog for the latest news and insights from the Group.

Media Contact

Hollis Guerra for Cadent, Daddi Brand Communications, hguerra@daddibrand.com

Bringing precise targeting, cross-screen activation, and holistic measurement to TV ecosystem

NEW YORK, May 17, 2023 – Cadent, the largest independent platform for advanced TV advertising, announced today the launch of Aperture Platform’s Measurement Marketplace, a turnkey measurement data and partner management solution for advertisers. Measurement Marketplace enables advertisers to browse Cadent’s catalog of best-in-breed partners with a comprehensive list of available measurement report types, easily manage campaign exposure data and securely distribute it to partners, and leverage any of Cadent’s pre-integrated measurement partners, or bring existing partnerships into Aperture.

Measurement Marketplace builds on Cadent’s robust offering of data enablement and onboarding tools, Audience Studio. Within Audience Studio, Cadent customers will find the Audience Data Marketplace, which provides unparalleled access to the industry’s most premium audience segments, and Clean Room integrations.

Since Q1 of 2022, Cadent has added more than 20 audience data partners and 10 measurement partners, bringing Aperture Platform’s full ecosystem to 65 integrated deployment partners, and growing. Additionally, over the last 12 months, the total number of audiences created in Aperture has scaled 74% year over year, with more than 34,000 unique segments being activated through the platform.

Cadent is pleased to launch Aperture Measurement Marketplace with the support of world-class measurement providers:

S&P Global Mobility is a leading provider of automotive intelligence to businesses throughout the automotive industry. “Through our Polk Automotive Solutions portfolio, we are excited to bring our closed-loop measurement against vehicle sales to our shared audiences,” said Joe Kyriakoza, Vice President and General Manager, Polk Automotive Solutions, S&P Global Mobility. “Cadent Aperture Platform combined with our Polk Signals measurement solution will enable marketers to clearly demonstrate proof of performance across CTV and data-driven linear TV through a seamless end-to-end workflow.”

Affinity Solutions is the leading consumer purchase insights company providing real-time access to consumer spending at scale. “We are thrilled to expand our relationship with Cadent to introduce the combination of purchase-based audiences and sales impact studies to our collective client base,” said Damian Garbaccio, Chief Business & Marketing Officer, Affinity Solutions. “Cadent Aperture Platform united with Affinity Solutions’ Consumer Purchase Lift measurement will empower marketers to measure media with complete confidence by linking campaigns to the ultimate outcome: consumer purchase.”

Underpinning all of Aperture Platform is Viewer Graph, the foundational technology for unifying audiences across the TV ecosystem, which leverages a single identity spine to connect first- and third-party data in one place. By layering these audiences with Cadent’s proprietary IP-to-Household mapping, customers minimize hops between planning, targeting, activation, and measurement, helping preserve data resolution and improve the accuracy of reporting. The combined solution empowers advertisers to precisely target their specific high-value audiences, activate across advanced TV media, and measure results in terms of strategic business outcomes in one platform.

Tony Yi, EVP, Business Development and GM, Platform Direct remarked, “Advertisers are expecting proof of performance from all their media investments – TV is no different. For the TV industry to continue to thrive, we need to embrace solutions that allow for more precise targeting, cross-screen activation, and holistic measurement. Cadent Aperture Platform addresses the need for new measurement currencies and simplified workflows, bringing together the leading audience and measurement providers, as well as the tools they need to activate data across linear and advanced TV, within a unified platform.”

To learn more about Measurement Marketplace and the full Aperture Platform offering, visit https://cadent.tv/platform/

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

Media Contact

Hollis Guerra for Cadent, Daddi Brand Communications, hguerra@daddibrand.com

2022 Cadent-Catalina Campaigns Averaged 25% Sales Lift

NEW YORK and ST. PETERSBURG, Fla., May 2, 2023 – Cadent, the largest independent platform for advanced TV advertising, and Catalina, a leader in shopper intelligence and highly targeted media, have signed a new multi-year agreement establishing Cadent as Catalina’s preferred platform for executing linear, addressable and connected TV (CTV) ad campaigns for consumer packaged goods (CPG) brands, and Catalina as Cadent’s preferred CPG data, audience, and measurement provider.

Cadent and Catalina will support shared and new customers through this expanded partnership as they grow their business through data-driven linear TV and CTV advertising, which continue to dramatically expand. Since first forming a strategic alliance in 2020 the partnership has experienced 900% year-over-year growth in a tight and increasingly complex market, as advertisers aim to deliver successful scale and reach. In 2022, partnership campaigns drove an average sales lift of 25 percent.

To do so, Catalina is leveraging Cadent’s expertise in TV advertising and Aperture Viewer Graph technology to help brand advertisers maximize their media budget and drive higher return on ad spend (ROAS). Meanwhile, Cadent is leveraging Catalina’s ability to target and measure CPG brand and category buyers to efficiently target households during the purchase cycle and suppress offers to shoppers who have already purchased during a campaign to improve the ROAS performance on reach and frequency of ads delivered to addressable TVs.

Additionally, the companies are providing brand marketers with Catalina’s Responsive Media solutions that re-engage shoppers who have seen a TV ad with an in-store or digital coupon to incentivize those who have not yet purchased the advertised product during the campaign flight window.

Cadent’s cross-screen TV advertising technology and Catalina’s deep consumer insights and purchase-based measurement capabilities can now provide CPG marketers with unique solutions and unmatched reach for their end-to-end brand campaigns. Cadent’s Aperture Viewer Graph covers nearly 100 million U.S. households and overlaps with Catalina household IDs in the US by nearly 95%.

“Cadent is thrilled that we continue to grow our partnership with Catalina to provide our CPG brand customers with best-in-class audience targeting and measurement solutions,” said Mari Tangredi, SVP, Audience Solutions at Cadent. “This partnership highlights the impactful work we can deliver by combining Catalina’s valuable consumer insights with Cadent’s Viewer Graph, end-to-end platform technology, and TV advertising expertise, empowering marketers to activate strategic cross-screen campaigns more effectively and efficiently.”

Catalina was recently named a trusted measurement partner by NBC Universal in two categories, CPG Sales Lift Incrementality and Multi-Touch Attribution, after a year-long certification process. Catalina’s measurement pixel has also been certified across several streaming CTV platform providers, providing measurement results in near real-time for shared Cadent customers.

Already, Cadent and Catalina have been jointly recognized as winners of the 2022 AdExchanger Award for the “Best Data-Driven TV Campaign.” The award-winning campaign was executed for shared client Applegate and delivered household-level, targeted CTV ads to 4.2MM existing and new buyers, optimizing for performance based on purchase behavior in real-time. The custom, sequential omnichannel campaign aimed to efficiently attract new Applegate triers to its diverse portfolio of natural and organic meats, re-engage lapsed buyers, and encourage cross-category purchases spanning the company’s growing family of brands.

“At Applegate, we are always looking for new and innovative ways to connect with our consumers and deliver on our mission of Changing the Meat We Eat. Our partnership with Cadent and Catalina is a great example of thinking differently,” said Molly Scerra, Senior Brand Manager for Applegate. “By leveraging their data-driven TV advertising model and in-store Responsive Media, we delivered targeted and measurable campaigns that drove results, including a 25% in-store sales lift. We’re thrilled to have been a part of this award-winning campaign, and we look forward to continuing to work with Cadent and Catalina to innovate and elevate our marketing efforts.”

“We’re excited to expand our partnership with Cadent to deliver unparalleled solutions for data-driven TV advertising,” said Brian Dunphy, SVP of Data Services & Strategic Partnerships at Catalina. “Our successful partnership has demonstrated the power of combining Cadent’s cross-screen TV advertising technology with Catalina’s deep consumer insights and purchase-based targeting, measurement, and attribution capabilities. Through this expanded partnership, we can help our shared customers demonstrably grow their business through data-driven CTV advertising, delivering proof of performance, near-real-time measurement, and efficiency.”

About Cadent
Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

About Catalina
Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio and digital media that personalizes the shopper journey. Powered by the world’s richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica and Europe. To learn more, please visit www.catalina.com.

Media Contacts:
Hollis Guerra for Cadent, Daddi Brand Communications, hguerra@daddibrand.com

Wally Petersen for Catalina, 312-804-3475, wally@wrpcommunications.com

Cadent Aperture Platform Enhances Inventory on  
The Weather Channel Streaming TV App and Local Now

NEW YORK, April 18, 2023 – Allen Media Group (AMG) and Cadent, the largest independent platform for advanced TV advertising, today announced its agreement for Cadent to provide audience targeting and measurement capabilities of Cadent Aperture Platform to enhance addressable inventory and boost campaign performance for AMG advertisers.  

This partnership will maximize advertisers’ reach potential and provide Allen Media Group brands – The Weather Channel Streaming App and Local Now – with Cadent Aperture Platform audience tools and services. AMG will be able to seamlessly activate an audience across multiple AMG properties and will gain TV insights that allow advertisers the ability to drill down into an audience by behavioral attributes–including demo, geo, age, and gender– for a fully comprehensive view of their audiences.  

Using Cadent Aperture Viewer Graph to monetize addressable inventory will increase the value of AMG inventory to buy-side customers for cross-screen campaign activation. Its patented technology, as well as a combination of first and third-party data, to connect multiple connected television (CTV) devices back to viewing households, enables TV advertisers to deduplicate and map any audience segment to television with minimal drop-off and maximum reach, as well as industry-leading resolution and match rates.  

“In today’s media landscape, CTV is critical to success for advertisers looking for data-driven solutions on premium inventory,” said Byron Allen, Founder/Chairman/CEO of Allen Media Group. “We’re dedicated to leveraging strategic technology partners like Cadent to solve fragmentation in the industry and efficiently reach the right audiences for our advertising partners.” 

“Cadent is excited to bring our best-in-class solutions to bolster the capabilities and robust reach of Allen Media Group, bridging the gap between the buy-side and sell-side,” said Cadent CEO, Nick Troiano. “CTV is an ever-important aspect of converged ad buying. The targeting and measurement we provide to Allen Media Group will improve the advertising experience for buyers and viewers. We look forward to growing our partnership with Allen Media Group.” 

To learn more about Cadent Aperture Platform, visit https://cadent.tv/platform/.  

 
About Allen Media Group

Chairman and CEO Byron Allen founded Allen Media Group in 1993. Headquartered in Los Angeles, it has offices in New York, Chicago, Atlanta, and Charleston, SC. Allen Media Group owns 27 ABC-NBC-CBS-FOX network affiliate broadcast television stations in 21 U.S. markets and twelve 24-hour HD television networks serving nearly 220 million subscribers: THE WEATHER CHANNEL, THE WEATHER CHANNEL EN ESPAÑOL, PETS.TV, COMEDY.TV, RECIPE.TV, CARS.TV, ES.TV, MYDESTINATION.TV, JUSTICE CENTRAL.TV, THEGRIO TELEVISION NETWORK, THIS TV, and PATTRN. Allen Media Group also owns the streaming platforms HBCU GO, THE GRIO STREAMING APP, SPORTS.TV, THE WEATHER CHANNEL STREAMING APP, and LOCAL NOW–the free-streaming AVOD service powered by THE WEATHER CHANNEL and content partners, which delivers real-time, hyper-local news, weather, traffic, sports, and lifestyle information. Allen Media Group also produces, distributes, and sells advertising for 73 television programs, making it one of the largest independent producers/distributors of first-run syndicated television programming for broadcast television stations. With a library of over 5,000 hours of owned content across multiple genres, Allen Media Group provides video content to broadcast television stations, cable television networks, mobile devices, and multimedia digital. Our mission is to provide excellent programming to our viewers, online users, and Fortune 500 advertising partners.   

Media Contact: Eric Peterkofsky, EVP, Talent & Public Relations, Allen Media Group, eric@es.tv  
Media Contact: Ayanna Otite, Weather Group, ayanna.otite@weathergroup.com 

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV. 

Media Contact: Hollis Guerra, Daddi Brand Communications, hguerra@daddibrand.com