Proximic Integrates with Ad Solutions Firm Cadent

Cadent, a provider of advanced TV advertising solutions, has announced a partnership with Comscore's programmatic unit Proximic, integrating two of the latter's services into the Cadent Aperture platform.

Aperture is powered by Cadent's patented Viewer Graph technology, and tracks and manages campaign coverage and performance, allowing advertisers to activate promotion across the converged TV landscape.

The first phase of the deal is now live and sees Proximic's ID-based audience suite integrated into Aperture, while for the second, Proximic's Predictive Audiences and content targeting tools will mesh with the Aperture Converged TV DSP.

The result, the firms say, will be enhanced ID-based and ID-free audience targeting via Aperture across linear and advanced TV, including addressable TV and CTV audiences.

Tony Yi, EVP, Business Development and GM, Platform Sales at Cadent says Aperture 'is built to unify the fragmented data ecosystem of converged television, a challenge that any advertiser that needs to target across households and devices faces'. He adds: 'By integrating Proximic by Comscore, we are enabling holistic targeting and measurement with their syndicated and custom audience segments'.

Lee Blickstein (pictured), Proximic's VP of Targeting Solutions, comments: 'With more than 5,000 advertising clients already relying on Proximic by Comscore's privacy-compliant, ID-free audience targeting to complement their traditional behavioral targeting solutions, we're excited to partner with Cadent to continue building on this strong adoption. This integration allows us to open the door for more advertisers and marketers to achieve added reach while remaining focused on performance'.

Web sites: www.cadent.tv/platform and www.proximic.com .

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

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