Cadent Buys ID and Targeting Firm 4INFO

Advanced TV ad platform company Cadent has acquired identity and media convergence solutions company 4INFO, allowing it to offer cross-screen advanced audience targeting, and OTT / connected TV video buying capabilities for national advertisers.

4INFO's match key Bullseye ID uses patented audience graph technology to resolve multiple TV devices back to a household, allowing clients to de-duplicate and map audience segments into the 'full universe of television', providing a more precise measurement of targeted reach. The firm is headquartered in San Jose, California, with offices in New York and Detroit.

Cadent and 4INFO have been technology partners since 2018, and in 2019 worked to more tightly integrate the latter's data-activation capabilities into the former's buy-side TV planning and activation platform.

Nick Troiano, CEO of Cadent says the integration 'creates the industry's only unified platform for all forms of data-driven television - cable, broadcast, addressable STB, OTT and connected devices - at true national scale'.

4INFO Chief Tim Jenkins (pictured) comments: 'Cadent's scale across all forms of advanced TV will further 4INFO's mission of enabling unified audiences at scale that are fully actionable across screens and properties'.

This latest TV platform / ad tech merger follows recent deals for LiveRamp and Data Plus Math, AT&T's Xandr and Clypd, and Roku and dataxu.

The transaction was completed today, and terms were not disclosed.

Web sites: www.4info.com and www.cadent.tv .

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