The fragmentation of media channels has created a complex landscape where advertisers struggle to unite their efforts across linear TV, connected TV, and digital video.
As the industry’s annual Upfronts and NewFronts media pitch seasons wraps up, some “all-front” approach that transcends convergence, to achieve true orchestration of advertising efforts across platforms.
“As you think about the converging landscape, the biggest thing advertisers are looking at, be it in linear, to CTV, to digital video, or across all channels and all media is, how do you unite it?” said Doug Rozen, president of Cadent, in this video interview with Beet.TV.
Predicting outcomes before campaigns launch
Cadent has positioned itself as a solution to the industry’s fragmentation challenges, particularly following its acquisition of AddTheorent last year which expanded its capabilities beyond video.
“The new Cadent is purposely built to help address the challenges of fragmentation,” Rozen said. “And the way we look at it is, (we are) helping marketers, publishers, advertisers, and ultimately the consumer, by predicting, assembling, and orchestrating growth across the board.”
At the core of Cadent’s approach is its prediction capability, powered by an audience graph that scores 143 billion impressions daily using 22,000 different models refined over 14 years. “This isn’t something that we just picked up a few years ago through the growth of AI,” Rozen explained. “It’s accelerated. In fact, over the last three years, we’ve ingested trillions of bidstream data (points) into this prediction mindset.”
Addressing identity challenges in a privacy-focused world
With increasing privacy regulations and the issue of the apparent deprecation of third-party cookies, advertisers face significant challenges in audience targeting. Cadent’s approach aims to accommodate both ID-based and ID-independent environments.
“Even with the recent news around the potential longevity of cookies, you’re still dealing with certain environments where that doesn’t exist,” Rozen said. “We found that, even if you have first-party data, you’re missing about 42% of the addressable audience population because they’re accessing through an Apple device, or they’re using certain browsers.”
To solve this problem, Cadent assembles complete audiences by combining their first-party data, predictive understanding, and clients’ first-party data through their data collaboration platform, extending reach through both ID-based and ID-independent methods.
Redefining performance in premium video
As video ad spending continues to grow—projected by eMarketer to account for 86.2% of new display dollars between 2024 and 2028—brands are demanding more measurable outcomes from their video investments.
“Prediction and putting that upfront, before you assemble and orchestrate the campaign, is really important,” Rozen said.
This focus on predictive capabilities follows Cadent’s recent launch of Performance TV in April 2024, a solution designed to merge traditional TV’s reach with digital platforms’ targeting precision and measurability.
You’re watching Beet.TV coverage of the 2025 IAB NewFronts. For more videos from this series, please visit this page.
