Liberty taps Cadent for addressable ads

Dec. 5, 2018
Cadent has been selected to deliver an addressable TV advertising platform for Liberty Glogal (NASDAQ:LBTYA). The deployment of the ...

Cadent has been selected to deliver an addressable TV advertising platform for Liberty Glogal (NASDAQ:LBTYA).

The deployment of the Cadent Advanced TV Platform is intended to provide Liberty Global with an open advertising framework capable of supporting multiple workflows from broadcasters and content providers. The cloud-based platform is designed to deliver different targeted ads to households during the same program on behalf of broadcasters and content providers. The platform is designed to improve ad relevance and improve executional efficiency.

Liberty Global subsidiary Virgin Media in the UK will be the first to deploy the new platform. As announced last year, Sky is the first broadcaster to partner with Liberty Global on a joint addressable advertising initiative. Cadent's platform has open APIs to integrate with third-party advertising systems - including Sky's AdSmart platform - to deliver targeted advertising across Liberty Global's footprint. Cadent has previously worked with Liberty Global to launch addressable advertising around video on demand (VOD) content in the UK.

Features and capabilities include:

  • Server-side ad insertion for "just-in-time" addressable campaign decisioning and execution
  • An open API that can support multiple workflows from broadcasters and their partners as well as an architecture that controls and processes data without leaving the Liberty Global footprint
  • Multiplatform TV advertising execution for content providers across the Liberty Global footprint, encompassing household addressable, network DVR, IP live, and set-top and IP VOD, with unified and normalized reporting

John Paul, managing director of Advanced Advertising and Data for Liberty Global, said: "Liberty Global is focused on enabling advertising experiences that improve outcomes for both our content partners and customers. Not only does addressable TV enable today's national brand advertisers to reach target audiences more effectively, it also enables first-time or more regionally focused businesses to benefit from TV in ways never before possible."

Nick Troiano, CEO of Cadent, said: "Liberty Global continues to be at the forefront of innovation with advanced and addressable advertising. As the demand for both data-driven and brand-safe video advertising accelerates, we're proud to be playing such a central role in helping Liberty Global serve their TV content owners, advertisers and viewers. We're also very excited to expand deeper into the European market after a long history of success in the U.S. Cadent is committed to empowering the evolution of TV advertising with an extensible technology platform designed to manage the complexity of campaign management and execution."

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