Cadent and 0ptimus Analytics in Audience Modeling Deal

In New York, TV platform company Cadent has partnered with data science and tech company 0ptimus Analytics, to enable TV advertisers to activate customer audience segments and obtain real-time insights into how campaigns are performing.

0ptimus's on-demand data creation and audience modeling technology enables audience segments to be built or updated within a matter of hours, in response to real-world triggers. Through the 0ptimus platform, users can create on-demand insights on consumer behavior, attitudes, perceptions, activism, causes, trends, current events and more, drawn from the firm's opt-in panel.

The company's portfolio of pre-built bespoke consumer data segments are now available through Cadent's Advanced TV Platform, powered by cookieless, CCPA and GDPR-compliant technology. This integration between Cadent's platform and 0ptimus Analytics' sample data creation connects the former's Viewer Intelligence Graph directly to the latter's on-demand predictive modeling and audience scaling platform, enabling brands to convert opt-in consumer data into modeled and scaled audiences.

Katie Casavant, President of 0ptimus Analytics, says that the partnership will provide the industry with 'more sophisticated' audience targeting capabilities; while Tim Jenkins, EVP, Head of Audience & Identity Solutions at Cadent, adds: 'With this partnership, Cadent and 0ptimus aim to simplify and clarify identity for television advertisers. Cadent's platform and 0ptimus's data creation and modeling technology provide advertisers with unmatched speed and accuracy to target their relevant audiences across TV screens'.

Cadent, which earlier this year acquired identity and media convergence solutions company 4INFO, is online at: www.cadent.tv , while 0ptimus Analytics is on the web at: www.0ptimus.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.