TV Identity Graph Partnership Widens For Cadent, Premion

Advanced TV platform company Cadent has expanded its current agreement with the TEGNA-owned premium CTV/OTT advertising platform for regional and local advertisers.

Under the terms of the new agreement, Cadent Viewer Graph, the company’s proprietary and cookieless matching technology, will be employed to unify audiences across Premion’s inventory of branded networks and providers.

This, the TEGNA-owned Premion says, is being done so advertisers may activate cross-screen campaigns against custom segments.

Cadent Viewer Graph uses patented technology, as well as a combination of first- and third-party data, to connect multiple TV devices back to viewing households. This empowers TV advertisers to deduplicate and map any audience segment to television with minimal drop-off and maximum reach, as well as resolution and match rates.

Cadent Advanced TV Platform will provide Premion with a complete 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 to help advertisers build a fully comprehensive view of their audiences.

“True audience-based targeting tied to real-world business outcomes is critical for marketers today,” said Tom Cox, President of Premion. “Our agreement with Cadent allows us to better understand the value of our audiences so that we can provide best-in-class solutions to advertisers.”

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