Cadent Announces Expansion of TV Identity Graph Partnership with Premion

New York 805 am ET Feb 2 2021 amp8211 Cadent the advanced TV platform company announced today an expansion of its longstanding agreement with Premion an industryleading premium CTVOTT advertising platform for regional and local advertisers Under the terms of the new agreement Cadent Viewer Graph Cadent39s proprietary and cookieless matching technology will unify audiences across Premion39s inventory of branded networks and providers so that advertisers can activate crossscreen campaigns against custom segmentsIdentity graph technology is only as good as its accuracy amp8211 including its match rates scale data quality and resolution Cadent Viewer Graph uses patented technology as well as a combination of first and thirdparty data to connect multiple TV devices back to viewing households enabling TV advertisers to deduplicate and map any audience segment to television with minimal dropoff and maximum reach as well as industryleading resolution and match ratesCadent Advanced TV Platform will provide Premion with a complete suite of audience solutions and tools including firstparty data onboarding audience building insights analytics reporting and campaign deployment Advertiser CRM files will be securely onboarded for direct matching with all the consumer TV devices within Cadent Viewer Graph39s 104 million household graph allowing Premion to activate an advertiser39s firstparty data and create unique datasets for targeting and lookalike modelingPremion will leverage Cadent39s proprietary locationbased syndicated audience data as its primary dataset for targeting purposes In addition Premion will have access to other thirdparty behavioral datasets from leading data partners within Cadent39s Data Marketplace to help advertisers build a fully comprehensive view of their audiences Once these highly accurate audiences are created Premion advertisers can leverage Cadent platform39s deployment tools to seamlessly activate an audience across multiple publishers Premion will gain powerful TV insights that let advertisers drill down into audience composition by behavioral attributes including demo geo age and gender Post campaign analytics and reporting tools will offer deeper insights for Premion39s advertiser customers on what worked what didn39t work and whyquotTrue audiencebased targeting tied to realworld business outcomes is critical for marketers todayquot said Tom Cox President Premion quotOur agreement with Cadent allows us to better understand the value of our audiences so that we can provide bestinclass solutions to advertisersquotquotFor years Cadent and Premion have partnered to bring incredible innovative OTT solutions to marketquot said Tim Jenkins EVP Head of Audience ampamp Identity Solutions Cadent quotThrough this new agreement we can enable Premion39s advertisers to unlock even greater value from their OTT campaigns by helping them unify disparate media audiences and get a more complete picture of how to best reach their target householdsquotAbout PremionLaunched in 2016 by TEGNA Inc NYSE TGNA Premion is an industryleading premium CTVOTT advertising platform for regional and local advertisers Gray Television Inc NYSE GTN acquired a minority stake in Premion in 2020 With directlysourced inventory from 125 premium publishers Premion delivers transparency and brand safety making it easy for advertisers to target and reach engaged audiences at scale For more information visit wwwpremioncomAbout CadentCadent powers the evolution of TV brand advertising Cadent provides marketers agencies operators and media owners with datadriven solutions for buying and selling TV advertising By connecting brands with national TV audiences across cable broadcast and OTT Cadent39s technology improves efficiencies and boosts the results of linear addressable and crossscreen campaigns For more information visit wwwcadenttv or follow CadentTVClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Cadent Announces Expansion of TV Identity Graph Partnership with Premion

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