NEW YORK, Jan. 5, 2021 /PRNewswire/ -- Cadent, the
advanced TV platform company, announced today the expansion of its
addressable advertising management platform in Europe in partnership with Liberty Global, one
of the world's leading converged video, broadband and
communications companies. Cadent has now expanded its automated
addressable linear and VOD Advertising Platform into Liberty
Global's Irish footprint, Virgin Media Ireland, with its
continental European markets to follow starting in 2021.
Cadent and Liberty Global's partnership began in 2019 when
Cadent deployed its platform in the UK on behalf of Virgin Media as
part of the Sky AdSmart program, powering addressable
advertising across both linear and on-demand in millions of
homes.
Cadent's platform allows advertisers to use the best of TV
– the scale and engagement of live and on-demand
television that builds brands – with the best of digital
advertising, including sophisticated targeting and attribution
capabilities. Through this unique innovation, Liberty Global can
offer a truly scaled alternative to the digital and social media
advertising.
In particular, Cadent's solution enables advertisers to target
households by using anonymized data in a GDPR-compliant manner. As
third-party cookies are phased out and consumer privacy becomes
even more of a priority to the industry, this approach provides
advertisers the opportunity to reach strategic audiences in a
trusted environment.
"In the increasingly complex digital advertising marketplace,
advertisers require access to high quality data to target their
audiences in brand-safe environments beyond the walled gardens,"
said Sam Tomlinson, partner at
PricewaterhouseCoopers and part of the team that produced the ISBA
and PwC Programmatic Supply Chain Transparency Study, which
proposed steps toward supply chain transparency and
accountability.
"This integration delivers another big part of Liberty Global's
continued commitment to linear and on demand addressable
advertising to support our content partners and provide a better
viewing experience for our customers," said Pieter Vervoort, VP Product, Entertainment,
Liberty Global. "Cadent is providing a sophisticated solution that
shows a clear way forward for TV platforms and broadcasters."
"As the leading independent advanced TV platform, Cadent is
focused on bringing proven, scalable and sophisticated data and
advertising solutions to platform operators, broadcasters and
advertisers," said Keith Kryszczun,
SVP of Global Platform Sales, Cadent. "This expansion reaffirms our
commitment to innovation through our technology partnership with
Liberty Global, which has brought demonstrable success to the TV
industry and our respective partners over the years."
About Liberty Global:
Liberty Global (NASDAQ: LBTYA, LBTYB and LBTYK) is one of the
world's leading converged video, broadband and communications
companies, with operations in seven European countries under the
consumer brands Virgin Media, Telenet, UPC, the combined Sunrise
UPC, as well as VodafoneZiggo, which is owned through a 50/50 joint
venture. Our substantial scale and commitment to innovation enable
us to invest in the infrastructure and digital platforms that
empower our customers to make the most of the digital
revolution.
Liberty Global delivers market-leading products through
next-generation networks that connect customers subscribing to 50
million broadband, video, fixed and mobile telephony services
across our brands. We also have significant investments in ITV,
All3Media, ITI Neovision, LionsGate, the Formula E racing series
and several regional sports networks.
For more information, please visit
www.libertyglobal.com
About Cadent
Cadent powers the evolution of TV brand advertising. Cadent
provides marketers, agencies, operators, and media owners with
data-driven solutions for buying and selling TV advertising. By
connecting brands with national TV audiences across cable,
broadcast and OTT, Cadent's technology improves efficiencies and
boosts the results of linear, addressable, and cross-screen
campaigns. For more information, visit www.cadent.tv or follow
@CadentTV.
View original content to download
multimedia:http://www.prnewswire.com/news-releases/cadent-to-expand-automated-addressable-linear-and-vod-advertising-platform-across-europe-with-liberty-global-301200638.html
SOURCE Cadent