Cadent, Premion Expand TV Identity Graph Partnership

Advanced TV platform Cadent has expanded its partnership with Premion, a CTV/OTT ad platform for regional and local advertisers. 

Under the new agreement, Cadent Viewer Graph, Cadent’s proprietary, cookie-less matching technology, will unify audiences across Premion’s inventory of branded networks and providers so that advertisers can activate cross-screen campaigns against custom segments.

Cadent Viewer Graph uses patented technology and first- and third-party data to connect multiple TV devices back to viewing households, enabling TV advertisers to deduplicate and map audience segments to television while minimizing drop-off and maximumizing reach, according to Cadent.

Cadent Advanced TV Platform will provide Premion with a suite of audience solutions and tools, including first-party data onboarding, audience building, insights, analytics, reporting, and campaign deployment.

Advertiser CRM files will be onboarded for direct matching with all the consumer TV devices within Cadent Viewer Graph’s 104-million household graph, allowing Premion to activate an advertiser’s first-party data and create unique datasets for targeting and lookalike modeling.

Premion will leverage Cadent’s proprietary, location-based, syndicated audience data as its primary dataset for targeting purposes.

In addition, Premion will have access to other third-party behavioral datasets from leading data partners within Cadent’s Data Marketplace.

Once audiences are created, Premion advertisers can leverage Cadent platform’s deployment tools to activate an audience across multiple publishers.

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