Cadent Buys YouTube Measurement Partner VuePlanner

Predictive advertising company Cadent has acquired VuePlanner, which provides YouTube video ad planning, optimization and measurement. Both firms are based in New York.

Cadent launched a new platform in the Spring, bringing AI-powered predictive intelligence to 'all' stages of advertising, allowing brands to combine forecasting before a campaign begins with optimization as it runs. The platform is built on more than fifteen years of proprietary data and more than 18,000 custom predictive models.

VuePlanner's media intelligence platform combines AI and expert curation to promise clients improved YouTube campaign performance. As one of seven members of the YouTube Measurement Program, the company promises advertisers access to scale high-intent environments, reach quality audiences, and validate results through independent measurement across premium YouTube content and creators.

Cadent says the buy allows it to harness contextual signals and powerful audience intelligence to deliver greater value for advertisers on the world's biggest video platform - recent stats suggest more than 62% of US internet users access YouTube daily.

The firms say VuePlanner's employees will all be integrated into Cadent's operations, with co-founder John Cobb becoming EVP & GM of Cadent VuePlanner. Cadent CEO Nick Troiano says the buy 'fortifies Cadent's commitment to building a truly unified platform, one that reflects today's converged media landscape and evolving consumption habits'; and makes it 'the only platform that enables advertisers to activate YouTube's premium creator inventory alongside linear and CTV.'

Cobb adds: 'YouTube has become a premium destination for curated video, creating powerful new ways for brands to reach and engage audiences across every screen. In a multiscreen world, meeting viewers where they watch is critical. Now, Cadent enables advertisers to seamlessly activate YouTube within a broader Total Video strategy.'

Web sites: www.cadent.com and www.vueplanner.com .

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