Cadent acquires 4INFO to measure ads across platforms

Cadent has acquired 4INFO to expand its cross-screen solutions for national advertisers with audience targeting, and over-the-top (OTT) and connected TV (CTV) video ...

Multiscreen

Cadent has acquired 4INFO to expand its cross-screen solutions for national advertisers with audience targeting, and over-the-top (OTT) and connected TV (CTV) video buying capabilities. Terms were not disclosed.

4INFO's data activation platform incorporates patented audience graph technology designed to resolve multiple TV devices back to a household. The matching fabric is intended to enable national TV advertisers to de-duplicate and map audience segments into the full universe of television to provide a more precise measurement of targeted reach.

"Viewers are engaging with premium TV across more devices and services than ever before. In response, advertisers and agencies require a unified view of their TV campaigns to get the clearest picture of brand reach and engagement," said Nick Troiano, CEO of Cadent. "The integration of the 4INFO household graph and its OTT capabilities with the Cadent Advanced TV Platform creates the industry's only unified platform for all forms of data-driven television - cable, broadcast, addressable STB, OTT, and connected devices - at true national scale."

Cadent and 4INFO have been technology partners since 2018, and over the past year have more tightly integrated 4INFOs data-activation capabilities into Cadent's buy-side TV planning and activation platform. The acquisition of 4INFO technologies is intended to help national advertisers build higher-performing data-driven TV campaigns.

"As an existing 4INFO partner, TEGNA looks forward to continuing to work with Cadent as we drive innovation across our business, including our leading OTT advertising platform, Premion," said Tom Cox, senior vice president, TEGNA.

"Cadent's scale across all forms of advanced TV will further 4INFO's mission of enabling unified audiences at scale that are fully actionable across screens and properties," said Tim Jenkins, CEO of 4INFO. "We are pleased to continue our journey helping advertisers evolve their television advertising as part of Cadent."        

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