Cadent, the independent platform for advanced TV advertising, has announced a new integration with Google Cloud, using next-generation clean room technologies to securely activate audiences across screens.
The partnership will expand Cadent’s integrations across the advanced TV ecosystem, creating new opportunities for advertisers at a time when anti-tracking changes and channel fragmentation are making it harder to execute comprehensive, targeted TV ad strategies.
As a Google Cloud Build Partner, Cadent Aperture Platform provides the access and interoperability that clients need to onboard, build and deploy audiences for activation anywhere, at scale, in a fully secure environment.
Cadent’s Aperture Audience Studio and Viewer Graph combined with Google Cloud and Clean Room infrastructure allows shared major broadcast media and national programmer clients to onboard, build and deploy audiences to Google Ad Manager or other platforms for activation, all in a privacy-preserving manner. This partnership improves workflow for clients while ensuring privacy, with controls in place for data storage and movement.
“Given our partnership and shared clients, it’s fitting that Google is our first partner to join our clean room integration marketplace for advertisers,” said Mari Tangredi, SVP, Audience Solutions at Cadent. “As an independent platform, Cadent integrates with best-in-class partners to provide our clients with the interoperability they need for a seamless experience.”
An early adopter of cloud-based infrastructure, with a platform that is cloud-native, Cadent avoids the costly and time-consuming process of cloud migration, an impending challenge for many legacy ad tech companies. Cloud-based infrastructure provides many benefits including scalability, reliability, security, and low latency, among others. Together, Cadent and Google bridge the gap in cross-screen data collaboration and enable the best performance in advertising technology.
